Hilke Plassmann
Professor of Marketing
Octapharma Chaired Professor of Decision Neuroscience
Contact
Additional Information
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Research Areas
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- Consumer Decision-Making
- Emotion Regulation & Self Control
- Consumer Welfare
- Perception of the Consumption Experience
- Branding
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Teaching Areas
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- Marketing Management
- Consumer Behaviour, Decision Making and the Human Brain
- Neuromarketing
Biography
Hilke Plassmann is the Octapharma Chaired Professor of Decision Neuroscience and Professor of Marketing at INSEAD, which she joined in September 2008. She is also a Principal Investigator in the Belief Decision Neuroscience (BEND) team at the Paris Brain Institute (ICM) of Sorbonne University, within the Sorbonne Alliance. Before joining the Paris Brain Institute, she was Affiliated Faculty at the Cognitive Neuroscience Unit of the École Normale Supérieure.
Hilke earned her PhD in Marketing and Neuroscience (Dr. rer. pol.) from the University of Münster's School of Business and Economics in 2005 and was then a postdoctoral scholar at Stanford University and the California Institute of Technology. She has held visiting positions at the Wharton School, NYU's Stern School of Business, the Rady School of Management at the University of California San Diego, and the University of Bonn.
Hilke is one of the pioneers of the emerging field of decision and consumer neuroscience. Working at the intersection of neuroscience, psychology, and economics, she studies consumer decision-making and its strategic implications for marketing. She is broadly interested in why consumers sometimes make decisions that are bad for them — for their physical and mental health, their wallet, or the planet — and much of her research examines how individual differences in consumers' neurobiology help explain such disadvantageous choices.
Her research has appeared in leading journals including the Proceedings of the National Academy of Sciences, Nature Communications, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Neuroscience. Her work has been covered by international newspapers, radio, and television, including CNN, ABC News, Fox News, Arte, Galileo, National Public Radio, The New York Times, The Economist, The New Yorker, Science, Scientific American, Harvard Business Review, Focus, Der Spiegel, and Absatzwirtschaft.
Hilke has written several award-winning case studies and has worked with large companies and start-ups. At INSEAD she teaches customer value management, behavioral and brain science for behavior change, and neuromarketing across the school's degree and executive programmes. She co-directs the Business Foundations Certificate (BFC) Programme and several Executive Education programmes.
Hilke earned her PhD in Marketing and Neuroscience (Dr. rer. pol.) from the University of Münster's School of Business and Economics in 2005 and was then a postdoctoral scholar at Stanford University and the California Institute of Technology. She has held visiting positions at the Wharton School, NYU's Stern School of Business, the Rady School of Management at the University of California San Diego, and the University of Bonn.
Hilke is one of the pioneers of the emerging field of decision and consumer neuroscience. Working at the intersection of neuroscience, psychology, and economics, she studies consumer decision-making and its strategic implications for marketing. She is broadly interested in why consumers sometimes make decisions that are bad for them — for their physical and mental health, their wallet, or the planet — and much of her research examines how individual differences in consumers' neurobiology help explain such disadvantageous choices.
Her research has appeared in leading journals including the Proceedings of the National Academy of Sciences, Nature Communications, Journal of Marketing Research, Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Neuroscience. Her work has been covered by international newspapers, radio, and television, including CNN, ABC News, Fox News, Arte, Galileo, National Public Radio, The New York Times, The Economist, The New Yorker, Science, Scientific American, Harvard Business Review, Focus, Der Spiegel, and Absatzwirtschaft.
Hilke has written several award-winning case studies and has worked with large companies and start-ups. At INSEAD she teaches customer value management, behavioral and brain science for behavior change, and neuromarketing across the school's degree and executive programmes. She co-directs the Business Foundations Certificate (BFC) Programme and several Executive Education programmes.
Publications
