My research examines what people pay attention to in cluttered environments and how subsequently they make choices in a range of contexts. Specifically, I focus on consumer, financial, and environment related decisions. My research involves a variety of methodologies, including behavioral experiments, eye-tracking, and fMRI. I hold a Ph.D. degree in Marketing and have completed 4 years of postdoctoral research in Visual Neuroscience and NeuroEconomics at Caltech. I teach PhD courses (Research Design; Judgment and Decision Making; Introduction to Neuroscience for Business, Economics, and Law), and have several years of teaching experience at the Bachelor and MBA level (Marketing Management; Consumer Behavior; Promotions; Branding and Product Management).
RECENT: Towal B, Mormann M & Koch C. (2013). Simultaneous modeling of visual saliency and value computation improves prediction of economic choice. Forthcoming, Proceedings of the National Academy of Sciences. Early Edition PDF