I am an associate professor at the Marketing Department at Coller School of Management, Tel-Aviv University and the head of the Neuroeconomics and Neuromarketing lab. I am also a member of the Sagol School of Neuroscience at Tel-Aviv University and a visiting scholar at the Institute for the Interdisciplinary Study of Decision Making at NYU. In my lab we are trying to understand consumer decision-making and various aspects of value representation in the brain. Specifically, we are exploring the effects of basic visual attributes on decision-making and on neural representations of value. We also examine the neural mechanisms of irrational behavior. Finally, we are trying to predict consumer’s future preferences using neural and physiological measurements above and beyond the accuracy of behavioral measurements.