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Faculty & Research


About Hilke Plassmann

INSEAD's Octapharma Chaired Professor of Decision Neuroscience, Marketing Area, France

Hilke's research combines theories, methodologies, and formal models from psychology, economics, and cognitive neuroscience to better understand how consumers decide. This stream of research is often referred to as "neuroeconomics", "decision neuroscience" or "consumer neuroscience".

Her research in this field explores the neuropsychological mechanisms underlying the assignment of subjective values or utilities to options that guide consumer decision making. Her primary interest is in how the human brain represents the different value signals that inform consumer preferences and decision making. In particular, Hilke seeks to (1) identify the major drivers of subjective valuation processes, (2) to evaluate how marketing actions such as pricing and branding can influence consumer decision making, and (3) to understand how exercising self-control alters consumer decision-making processes and what role our "second brain" -our gut- plays for it.

Official INSEAD Profile



Hilke Plassmann
Associate Professor of Marketing

INSEAD Europe Campus
Boulevard de Constance
77300 Fontainebleau France

E-mail: [email protected]

LinkedIn: View profile