INSEAD Business School


Why are some people more influenced by marketing than others?


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.


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


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

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