Hilke Plassmann is the Octapharma Chaired Professor of Decision Neuroscience and Associate Professor in INSEAD’s Marketing Area is an Affiliated Faculty at the Paris Brain Institute (ICM) of Sorbonne University.
Hilke is one of the pioneers in the nascent field of consumer neuroscience. Hilke’s primary research area is judgment and decision-making in the intersection of neuroscience, psychology and economics. In recent and current research projects she investigates the neural basis of different decision-making related value signals and ways to self-regulate these signals. Hilke is also interested the influence of pricing, branding and health information on consumer decision making and how neuroscience be used to predict business performance. Her work has implications for both, management and public policy.
Hilke has developed several courses for INSEAD’s MBA and Executive Education program how managers can use insights from neuroscience to advance management. She also co-directs a summer course for Executives at the Neuroscience School of Advanced Studies (https://executive.neurosas.org/).