We investigate consumer behavior using a range of techniques including surveys, eye tracking, physiological measurements (e.g., heart rate, skin conductivity), facial expression encoding, and functional magnetic resonance imaging (fMRI). We have two primary lines of research.

The first line of research is decision neuroscience. We have investigated decision  phenomena such as the decoy effect, the framing effect, risk aversion, loss aversion, and temporal discounting. Much of our current research focuses on identifying cognitive declines that affect financial decisions in seniors and characterizing the psychophysiological and neural correlates of these declines. It is our hope that this information could be used to develop formalized assessments and interventions to improve seniors’ financial decision making.

Our second line of research is neuromarketing. We have used a variety of techniques to evaluate advertising and other marketing phenomena. Our goal is to develop methods to use these tools effectively.

University of Iowa