Hilke Plassmann is Assistant Professor of Marketing at INSEAD, where she has been since September 2008. Before that, she was a postdoctoral researcher in the Division of Humanities and Social Sciences of the California Institute of Technology and the Department of Economics of Stanford University. She received a Ph.D. (Marketing and Neuroscience) from the University of Muenster’s School of Business and Economics in 2005 and a M.Sc. (Marketing, Controlling and International Management) jointly from Muenster University and Montpellier Graduate School of Management in 2001.

Hilke’s primary research areas are consumer decision-making and its strategic marketing implications at the intersection of neuroscience, psychology and economics (e.g., influence of marketing actions on the consumption experience, the neural basis of different decision-making related value signals, and ways to alter/self-control/regulate these signals). Her research has appeared in leading academic journals such as the Proceedings of the National Academy of Sciences of the USA and Journal of Neuroscience. It has received international newspaper, radio, and TV coverage by, among others, CNN, ABC News, Fox News, Arte, Galileo, National Public Radio, the New York Times, The Economist, The New Yorker, Science magazine, Scientific American, Focus, Spiegel, and Absatzwirtschaft. Hilke received several awards and grants for her research.

Consumer Decision-Making; Emotion Regulation & Self Control; Consumer ; Perception of the Consumption Experience; Branding.

Fundamentals of Marketing; Neuroeconomics; Consumer Behaviour.