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.
The main aim in our studies is to try and better understand how we make decisions and what are the neural mechanisms underlying value-based choices. The projects in the lab range from examining the neural correlates of value computations and the common currency network, deciphering the neural mechanisms of irrational choice behaviors both in humans and in C.elegans, through looking for a common denominator between basic visual perception and value computations, to projects that aim to predict future preferences and population success of marketing stimuli using neural and physiological signals.
- 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.
- Predicting consumers’ preferences using neural and physiological measurements.