research interests

My research in consumer behavior and decision neuroscience (also called "neuroeconomics" or "neuromarketing") focuses on issues involving social cognition, numerical cognition, and financial decision making.  By incorporating theory and methodology from economics, cognitive neuroscience, and psychology, I have built a research stream that may help us understand when and why consumers make the choices that they do. I utilize a range of methods including behavioral experiments, secondary data analysis, functional magnetic resonance imaging (fMRI), and eye-tracking.