Dr Jasmine Mohsen is an assistant professor, who works in academia and specialises in consumer psychology, branding and persuasive communication. She has held research and teaching roles at leading UK and European universities. Her work examines brand resilience, sustainability behaviour and marketplace ethics, and has been published in peer-reviewed journals and public platforms, including Technological Forecasting & Social Change, The Conversation and Times Higher Education. She is known for combining academic rigour with practical insight and real-world impact in both research and teaching.