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Hilke Plassmann


hilke.plassmann -at- insead.edu

web: http://www.decisionneuroscience.net

google scholar: http://tinyurl.com/HPlassmann-cites

Hilke Plassmann is Assistant Professor at INSEAD, where she has been since September 2008. Since 2009 she is an affiliated PI at the Cognitive Neuroscience Laboratory INSERM U960. Before that, she was a postdoctoral researcher in the Division of Humanities and Social Sciences of the California Institute of Technology and the Department of Economics of Stanford University. She received a Ph.D. from the University of Muenster’s School of Business and Economics in 2005 and a M.Sc. jointly from Muenster University and Montpellier Graduate School of Management in 2001.

Full CV  and list of publications can be downloaded here


Research Interests

  • Psychology and Neural Basis of Judgment and Decision-Making
  • Psychology and Neural Basis of Consumer Welfare, in particular Emotion Regulation and Self-Control
  • Psychology and Neural Basis of the Consumption Experience


Beth Pavlicek, Cendri Hutcherson, Hilke Plassmann (2013), “Are We What We Eat? Differences In Foods Preferences and Cognitive Regulation Ability between Lean and Overweight Individuals”, INSEAD Working paper.

Cendri Hutcherson, Hilke Plassmann, James Gross, Antonio Rangel (2012), “Regulatory self-control involves a transfer of behavioral control from vmPFC to dlPFC valuation systems”, Journal of Neuroscience, 32 (39), 13543–54 (IF=8.66, # cit=2).

Carolyn Yoon, Richard Gonzalez, Antoine Bechara, Gregory S. Berns, Alain Dagher, Laurette Dube, Scott Huettel, Joe Kable, Israel Liberzon, Hilke Plassmann, Ale Smidts, Charles Spence (2012), “Decision Neuroscience and Consumer Decision Making”, Marketing Letters, 23, 473–485 (IF=1.263, # cit=1).

Hilke Plassmann, Thomas Zoëga Ramsøy, Milica Milosavljevic (2012), “Branding the Brain – A Critical Review”, Journal of Consumer Psychology, 22 (1), 18–36 (IF=2.691, # cit=7).

Ab Litt, Hilke Plassmann, Baba Shiv, Antonio Rangel (2011), ”Dissociating Valuation and Saliency Signals during Decision-Making”, Cerebral Cortex, 21(1), 95-102 (IF= 6.939, # cit=49).

Hilke Plassmann, John O’Doherty, Antonio Rangel (2010), “Aversive goal values are negatively encoded in the medial orbitofrontal cortex at the time of decision-making”, Journal of Neuroscience, 30 (32), 10799-808. (IF=8.66, # cit=52).

Mickael Camus, Neil Halelamien, Hilke Plassmann, Shinsuke Shimojo, John O’Doherty, Colin Camerer, and Antonio Rangel (2009), “Repetitive Transcranial Magnetic Stimulation over the Right Dorsolateral Prefrontal Cortex Decreases Valuations during Food Choices”, European Journal of Neuroscience, 30 (10), 1980-88 (IF=4.001, # cit=26).

Peter Kenning & Hilke Plassmann (both authors contributed equally) (2009), “How Neuroscience Can Inform Consumer Research”, IEEE Trans Neural Syst Rehabil Eng, 16(6): 532-8 (IF=3.626, # cit=16).

Hilke Plassmann, John O’Doherty, Baba Shiv, Antonio Rangel (2008), ”Marketing Actions Modulate the Neural Representation of Experienced Pleasantness”, Proceedings of the National Academy of Science of the United States of America (PNAS), 105(3), 1050-54 (IF=10.228, # cit=297).

Hilke Plassmann, John O’Doherty, Antonio Rangel (2007), ”Orbitofrontal Cortex encodes Willingness to Pay in Everyday Economic Transactions”, Journal of Neuroscience, 27(37), 9984-8 (IF=8.66, # cit=231).

Michael Deppe, Wolfram Schwindt, Anna Pieper, Harald Kugel, Hilke Plassmann, Peter Kenning, Katja Deppe, Erich Ringelstein (2007), “Anterior Cingulate reflects Susceptibility to Framing During Attractiveness Evaluation”, Neuroreport, 18(11), 1119-23 (IF=2.333, # cit=17).

Hilke Plassmann, Tim Ambler, Sven Braeutigam, Peter Kenning (2007), “What can Advertisers learn from Neuroscience?”, International Journal of Advertising, 26(2), 151-175 (IF=n.a., # cit=54).

Michael Deppe, Wolfram Schwindt, Julia Krämer, Harald Kugel, Hilke Plassmann, Peter Kenning, Erich Ringelstein (2005), “Evidence for a Neural Correlate of a Framing Effect: Bias-specific Activity in the Ventromedial Prefrontal Cortex during Credibility Judgments”, Brain Research Bulletin, 67 (5), 413-421 (IF=2.401, # cit=67).

Peter Kenning, Hilke Plassmann (2005), “NeuroEconomics: Overview from an Economic Perspective”, Brain Research Bulletin, 67 (5), 343-354 (IF=2.401, # cit=127).

Michael Deppe, Wolfram Schwindt, Harald Kugel, Hilke Plassmann, Peter Kenning (2005), “Non-linear Responses within the Medial Prefrontal Cortex Reveal when Specific Implicit Information Influences Economic Decision-Making”, Journal of Neuroimaging, 15 (2), 171-182 (IF=1.872, # cit=116).