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Hilke Plassmann

Associate Professor of Marketing

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33 (0)1 60 72 43 13
33 (0)1 60 74 92 40

Hilke Plassmann is Assistant Professor of Marketing at INSEAD, where she has been since September 2008. During this time, she has built a Decision Neuroscience Group that since 2013 is located at the Ecole Normale Superieure and also has been Visiting Faculty at the Wharton School and at NYU's Stern School of Business. Before that, she was on the faculty (non-professiorial) of Stanford University and the California Institute of Technology. She earned her PhD (Marketing and Neuroscience, Dr. rer. pol.) from the University of Muenster’s School of Business and Economics in 2005.

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.

Research Areas

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


Marketing Management; Consumer Behavior, Decision Making and the Human Brain; Neuromarketing.

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