My research examines what people pay attention to in a cluttered environment and how subsequently they make choices in a range of contexts. Specifically, I focus on consumer- , retirement- , 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 Neuroscience and Economics at Caltech. I teach Bachelor and MBA courses (Marketing Management; Consumer Behavior; Promotions), as well as PhD courses (Research Design; Judgment and Decision Making; Introduction to Neuroscience for Business, Economics, and Law).
NEW: 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