Barbara and Gerson Bakar Faculty Fellow

UCSF-UC Berkeley Sabbatical Exchange Program

Society for Neuroeconomics Early Career Award

Hellman Faculty Fund Award

Kavli Fellow

Beckman Fellow

Common Neural Code for Reward and Information Value

Predicting human behavior toward members of different social groups

Neuromarketing: Inside the mind of the consumer

From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain

The neuroscience of consumer choice

Dissociable neural representations of reinforcement and belief prediction errors underlie strategic learning

The Right and the Good: Distributive Justice and Neural Encoding of Equity and Efficiency

Neural Systems Responding to Degrees of Uncertainty In Human Decision Making

View full list of publications:

Demand Estimation and Forecasting Using Neuroeconomic Models of Consumer Choice

To learn more about the Haas School of Business: http://haas.berkeley.edu. 

As the second-oldest business school in the United States, the Haas School of Business at the University of California, Berkeley is one of the world's leading producers of new ideas and knowledge in all areas of business — which includes developing innovative business leaders - individuals who redefine how we do business by putting new ideas into action in all areas of their organizations, and who do so responsibly. 

The school offers outstanding management education to about 2,200 undergraduate and graduate students each year who come from around the world to study in one of its six degree-granting programs. The school's alumni network consists of 36,000+ graduates. 

Haas School of Business, University of California, Berkeley

Marketing

Marketing Research

Ming Hsu is William Halford Professor at the University of California, Berkeley, with appointments in the Haas School of Business and the Helen Wills Neuroscience Institute. Hsu’s research involves using neuroscientific and computational tools to understand the biological basis of economic and consumer decision-making, as well as how brain-based methods can be used to generate and validate insights into customers’ thoughts, feelings, and behavior.  Prior to joining Berkeley, he was assistant professor of economics and neuroscience at University of Illinois at Urbana-Champaign.

Consumer Neuroscience

Neuroeconomics

Behavioral Economics

Neuromarketing

Personal Website

Neuroeconomics Laboratory

Berkeley Haas Faculty Bio

Helen Wills Neuroscience Institute

How Researchers Can Cultivate Patience

What dishonesty does to your brain and why it’s bad for business

How our imperfect memories may affect the choices we make

The allure of mysteries

Curiosity and Hunger Are Driven by the Same Brain Regions

Information can affect you like drugs, sugar, or money

Working from home? Here's how to be a good boss to yourself

How Addiction to Information Affects You the Same Way as Junk Food

How to get teens off their screens?

How dopamine fuels the golden rule of content marketing

Our Brains Process Information the Same Way as Junk Food, Money and Drugs

How Much is Too Much? When Curiosity Kills the Cat

The way our brain values information suggests it can be addictive, like food or drugs

How our brain makes us addicted to information

Are our brains addicted to information?

Collaborative Research: An Interdisciplinary Approach to Predicting Unequal Treatment

Dopaminergic Mechanisms Underlying Human Social Behavior: A Multimodal Approach

2018 CRCNS Principal Investigators Meeting

Cortical Oscillatory Dynamics and Human Decision-Making

CRCNS: Neurocomputational substrates of monetary exchange

Neurobiological Substrates of Social Behavior: A Neuroeconomic Framework

2023 - present, Professor, Haas School of Business and Helen Wills Neuroscience Institute
2016 - 2023, Associate Professor, Haas School of Business and Helen Wills Neuroscience Institute
2009 – 2016, Assistant Professor, Haas School of Business and Helen Wills Neuroscience Institute 
2008 – 2009, Assistant Professor, Department of Economics and Neuroscience Program, University of Illinois at Urbana-Champaign
2006 – 2008, Beckman Fellow, Beckman Institute, University of Illinois at Urbana-Champaign

At Haas since 2009

William Halford Professor | Haas School of Business & Helen Wills Neuroscience Institute

Neuromarketing is a brain-based approach to help marketers directly measure customers’ underlying thoughts, feelings, and intentions.  Neurologists have taken the latest understanding of basic human cognition and applied it to marketing.   

California Management Review 
Volume 59, Issue 4 (Summer 2017)

For more information, access to a complete list of articles in this issue, or for purchasing options, please visit us online:
http://cmr.berkeley.edu


Video Production: Katherine Lee
Music: "Laserdisc" by Chris Zabriskie
Icons by Vectors Market, Pixel Buddha, Freepik, Alfredo Hernandez, Prosymbols, Icon Pond, Hadrien, Roundicons, MadebyOliver, Those icons

Neuromarketing: Inside the Mind of the Consumer

Tech companies like Google's YouTube, Facebook and Twitter have long been global platforms for free expression but are increasingly facing calls to respond to offensive and abusive comments on their sites. Michelle Quinn reports this is an issue both in the U.S. and throughout the world.
Originally published at - https://www.voanews.com/a/tech-companies-struggle-with-how-to-curtail-offensive-speech/4533649.html

Tech Companies Struggle With How to Curtail Offensive Speech

Brands are often seen as one of the most valuable assets for firms. Yet the answer to "how much is a brand worth?" is surprisingly elusively. For example, measures of brand value using consumer surveys (customer-based brand equity; CBBE) often yield estimates dramatically lower than those estimated from cash flow data (financial-based brand equity; FBBE). As one writer puts it, "perhaps the only thing that has not been reached with regard to brand equity is a conclusion". Using a new model based on recent breakthroughs in the neuroscience of consumer choice, we show how and why standard CBBE measures systematically understate the brand value of (especially) well-known firms. Moreover, these results provide actionable insights into challenges and tradeoffs made in managing brand equity.

Measuring Brand Equity: Inside the Mind of the Consumer

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