How do we make decisions?
In our lab we use an interdisciplinary approach, which involves quantitative economic theories, combined with advanced behavioral methods and theoretical models from psychology, marketing and economics with neuroscience techniques such as functional magnetic resonance imaging (fMRI), Electroencephalography (EEG), and other physiological measures such as Galvanic Skin Response (GSR) and eye-tracking.
- Examining the effects different basic visual attributes have on subjects’ choices and on their neural representation of value.
- Examining and understanding the effect of changing internal state (like hunger, thirst, temperature, wakefulness) on subjects’ choices and on their neural representation of value.
- Using transcranial alternate current stimulation (tACS) to alter decision-making.
- Predicting consumers’ preferences using neural and physiological measurements.