Jasmine Mohsen

I currently work as an Assistant Professor and a Module leader in Marketing and Business, with academic experience across UK higher education institutions, including SP Jain School of Global Management, and Victoria College of Arts and Design, with partnership with Ravensbourne University London. My academic portfolio combines research, teaching, curriculum development, and academic leadership across marketing, consumer behaviour, branding, analytics, strategy, entrepreneurship, ethics, and business management.

Before my current academic appointments, I worked as a Research Project Supervisor at Glasgow Caledonian University (GCU), supervising research projects and supporting students throughout the research process. Prior to this, I worked as a Research Fellow at Brunel University London, where I contributed to the management and delivery of externally funded research projects. I also spent approximately three years at the Centre for Decision Research at Leeds University Business School, contributing to interdisciplinary research on consumer decision-making, food safety, food waste reduction, sustainable consumption, and behavioural change.

I hold a PhD in Marketing from Leeds University Business School, University of Leeds, UK, with research expertise in consumer psychology, consumer behaviour, branding, sustainability, advertising, fashion, and consumer decision-making. My research focuses on understanding the psychological and behavioural mechanisms that shape how consumers respond to brands, persuasive communication, sustainability initiatives, reputational threats, and wider marketplace and societal changes.

Beyond higher education, my research has also contributed directly to UK Parliament Calls for Evidence, demonstrating the policy relevance and wider societal impact of my academic work. In 2026, my written evidence addressed several contemporary policy challenges, including AI adoption in the UK by 2035, children and young people’s mental health, the role of education systems in early identification and wellbeing, and the impact of EdTech and artificial intelligence on the reliability and validity of traditional assessment methods. These contributions reflect my commitment to translating behavioural, consumer, and management research into evidence that can inform public debate, policymaking, education policy, digital transformation, and social wellbeing (they are all published and available at UK Parliament House of Commons).

In Winter 2026, I served as a Session Chair at the American Marketing Association (AMA) Conference in Spain, contributing to scholarly exchange and international academic discussion within the marketing research community.

My methodological expertise is primarily grounded in quantitative and behavioural research methods, complemented by advanced research training, including completion of an Advanced Research Methods module at the University of Oxford.

My current research agenda focuses particularly on the intersection of consumer psychology, branding, sustainability, corporate reputation, and social influence. My areas of interest include brand cancellation, consumer backlash, reputational resilience, brand activism, psychological reactance, consumer resistance, ethical and compassionate influence, sustainability communication, anti-fast-fashion behaviour, symbolic consumption, brand entitlement, and artificial intelligence in consumer decision-making.

My scholarly work includes publications in peer-reviewed academic journals as well as contributions to major academic reference works. This includes a publication in Technological Forecasting and Social Change, alongside chapters in the Handbook of Corporate Reputation Management and the Encyclopedia of Marketing. My research has addressed topics including consumer behaviour, technological change, corporate reputation, brand cancellation, sustainability communication, and the unintended effects of assertive messaging. In 2026, my chapter “Resisting Sustainability: The Boomerang Effect of Assertive Messaging in Anti-Fast Fashion Appeals” was published in Elsevier's Reference Collection in Social Sciences.

Alongside my academic publications, I am a frequent contributor to Psychology Today, where I write research-informed articles on consumer psychology, relationships, behavioural influence, social comparison, decision-making, and contemporary psychological issues. I also contribute public-facing commentary to outlets including Times Higher Education, The Conversation, and International Business Times UK, translating academic research into accessible insights for wider audiences.

I am also the author of the psychological fiction book The Last Misunderstanding, published in June 2026, which explores themes of power, silence, behavioural control, relationships, and psychological influence.

My academic service includes reviewing research in consumer behaviour, marketing, and consumer psychology, including serving as a Reviewer for Psychology & Marketing and the Journal of Consumer Research. These activities allow me to engage critically with emerging theoretical and empirical developments while contributing to the wider international marketing and consumer research community.