He is an Associate Professor of Marketing at Bond Business School, Australia, and a leading consumer behaviour scientist. His research broadly explores consumer decision-making and is increasingly focused on human-centred computing interactions focussing on chatbot anthropomorphism, consumer experience design, and the metaverse.

He has consulted for industry clients including Mercedes-Benz, the United States Studies Centre, and the Koala Research Foundation, and recently contributed to the Australian Federal Government’s consultation paper on research commercialisation. Additionally, he reviews for the Australian Research Council and the Research Grants Council of Hong Kong.

Dr. Roy’s work has earned numerous accolades, including Outstanding Reviewer and Best Paper awards, and his research has been recognized by the AACSB. He was named among the top 60 advertising researchers globally.

He has published extensively in leading marketing journals (FT50, ABDC A*/A), including the Journal of Consumer Psychology, Journal of Business Ethics, Journal of Advertising,European Journal of Marketing, Journal of Business Research, Journal of Services Marketing, Psychology & Marketing, Journal of Product and Brand Management, Journal of Consumer Marketing, Journal of Consumer Behaviour, PLoS One, Marketing Intelligence and Planning, Journal of Marketing Behaviour, Journal of International Consumer Marketing,  Asia Pacific Journal of Marketing and Logistics among others.

His expert commentary about various marketing topics has appeared in newspapers like Sydney Morning Herald, The Saturday Age Melbourne and websites like news.com.au. He also appeared on Channel 7 news.

Dr. Roy welcomes consultancy opportunities where scholarly insight can advance real-world impact