Hilke Plassmann

Pioneer in the field of consumer neuroscience.


Thinkers50 Radar Class of 2022. 


Recipient of the Early Career Award by Society for Neuroeconomics in 2015.


Named one of the ”Top 10 young French scientists to watch” issued by The New Waver, France in 2010.


Research focusing on consumer decision-making and the brain. Pioneer in uncovering the neurobiology underlying how marketing works and how individual differences in their neurobiology can help explaining why – or why not – consumers make ‘good’ decisions.


PhD on Decision Neuroscience from Münster University; Post-doctoral scholar at the Department of Economics at Stanford & Humanities and Social Sciences at Caltech. Now the Octapharma Chaired Professor of Decision Neuroscience at INSEAD.



Published in premier scientific journals including PNAS, Nature Communications, and Journal of Marketing Research: tinyurl.com/HPlassmann-cites.


Media picks


“Plassman’s work has uncovered strategic marketing implications at the intersection of neuroscience, psychology, and economics.”

Stuart Crainer & Des Dearlove, Thinkers50

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