Assistant Professor of Marketing
Research Areas: behavioral economics, neuroeconomics, consumer neuroscience[Curriculum Vitae] [Email]
Adrianna (Anna) Jenkins: Anna investigates how individuals reason about what is unknown or uncertain, including inferences about others' mental states (theory-of-mind or mentalizing) and predictions about the future (prospection). More generally, Anna is interested in the degree to which human social reasoning relies on processes unique to humans and specialized for social cognition versus on more common, general-purpose mechanisms. Anna received her B.A. from Dartmouth College in 2005 and her Ph.D. from Harvard University in 2012.
Ignacio Saez: I am interested in the biological substrates of decision-making. The ability to choose between competing courses of action is essential for survival. Therefore, it engages multiple brain areas and has been subject to intense evolutionary refinement. I employ diverse techniques to study how the brain computes value, makes a choice and learns from past experience, from functional neuroimaging to intracranial voltammetry in humans.
Yu-Ping Chen: Yu-Ping Chen is a PhD student at the Haas School of Business, UC Berkeley. She is interested in consumer neuroscience and neuroeconomics. Her current research focuses on brain activities associated with thinking about consumer brands.
Kenji Kobayashi: Kenji Kobayashi is a PhD candidate in Helen Wills Neuroscience Institute. He is interested in neural mechanisms of model-based decision-making in human. Current research topics include how to evaluate importance of information from the environment, how to incorporate it into our belief, and how to produce adaptive behavior based on it. He received his B.S. and M.S. degrees from the University of Tokyo, Japan.
Falk Lieder: How should we think, learn, and decide? In which ways do our minds fall short of what they could be? To address these questions I study bounded rationality through mathematical analysis, computational modeling, and behavioral experiments. My current projects develop a bounded-rational perspective on heuristics and biases.
Visiting StudentsDaniel Walsh
Undergraduate StudentsDaniel Auerbach