Schools
INSEAD Business School

Videos

Why are some people more influenced by marketing than others?

Biography

INSEAD Business School
Associate Professor of Marketing

Hilke Plassmann is an Associate Professor of Marketing at INSEAD. She joined INSEAD in September 2008. She is an Affiliated Faculty at the Cognitive Neuroscience Unit of the Ecole Normale Superieure. She has been a visiting faculty at the Wharton School and the NYU's Stern School of Business. In 2005, she earned a PhD in Marketing and Neuroscience (Dr.rer.pol) from the University of Münster´s School of Business and Economics, and then was a postdoctoral scholar at Stanford University and the California Institute of Technology.

Hilke’s primary research areas are consumer decision-making and its strategic marketing implications at the intersection of neuroscience, psychology, and economics (e.g., influence of marketing actions on the consumption experience, the neural basis of different decision-making related value signals, and ways to alter/self-control/regulate these signals). Her research has appeared in leading academic journals such as the Proceedings of the National Academy of Sciences of the USA, Journal of Marketing Research, Journal of Consumer Psychology and Journal of Neuroscience. Her work has received international newspaper, radio, and TV coverage by, among others, CNN, ABC News, Fox News, Arte, Galileo, National Public Radio, The New York Times, The Economist, The New Yorker, Science Magazine, Scientific American, Harvard Business Review, Focus, Spiegel, and Absatzwirtschaft.

RESEARCH AREAS

Consumer Decision-Making, Emotion Regulation & Self Control, Consumer Welfare, Perception of the Consumption Experience, Branding

TEACHING AREAS

Marketing Management, Consumer Behaviour, Decision Making and the Human Brain, Neuromarketing

Read about executive education

Other experts

Biography Michael Chad Hoeppner is the President and CEO of GK Training and Communications (www.gktrainingandcommunications.com). He teaches communications at Columbia University Business School in the PhD and MBA programs; works with tech incubators helping start-up entrepreneurs hone and delive...
Areas of Interest Socio-political issues in business Ideological trends Business ethics Financial and cost accounting José Ocáriz has a PhD in Naval Engineering and is an Emeritus Professor in the Department of Accounting and Control. He joined IESE in 1963 as the assistant to the dean and in ...
Dr. Dewett is one of the world’s most followed leadership personalities. He is an expert on authenticity, a best selling author at LinkedIn Learning and Lynda.com, a TEDx speaker, and an Inc. Magazine Top 100 leadership speaker. Todd is a former award-winning professor whose speaking clients incl...