Dr. Anagha R.B. is an academician and researcher specializing in Marketing and Consumer Behaviour, with a particular focus on AI-mediated consumer experiences. She holds a Ph.D. in Marketing from the Indian Institute of Management Kozhikode and was previously a Pre-Doctoral Fellow at the Indian Institute of Management Bangalore. She also holds an MBA from the National Institute of Technology Calicut and is UGC-NET (JRF) qualified in Management.

Her research examines how artificial intelligence, and self-perception influence consumer decision-making and engagement. Her work has been published in Journal of Retailing and Consumer Services, and has been presented at premier international conferences such as AMA winter academic conference.

Prior to entering academia, she worked as a Program Manager with the Government of Kerala’s Additional Skill Acquisition Programme, leading skill development initiatives across multiple institutions. She is committed to integrating rigorous research with engaging classroom teaching and aims to equip students with both conceptual understanding and practical insights into contemporary marketing challenges.

Professional Education

Teaching Courses

• Marketing Research
• Brand Management

Research Interests

• AI in Marketing
• Consumer Behaviour

Selected Publications

• Anagha R. B., Sreejesh, S., Venkataraman S (2026). When the Self Meets the Machine: Self-Schemas, Symbolic Fit, and Engagement in AI–Human Service Systems. Journal of Retailing and Consumer Services, 92, 104841, (ABDC – A)