William Halford Professor | Haas School of Business & Helen Wills Neuroscience Institute | University of California, Berkeley
Center for Equity, Gender, and Leadership | Marketing
Leading expert in neuromarketing and the application of biological methods to understand consumer behavior
About
Ming Hsu is an associate professor at the University of California, Berkeley. He holds 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.
Expertise and Research Interests
- Consumer Neuroscience
- Neuroeconomics
- Behavioral Economics
- Neuromarketing
- Kobayashi, Kenji, & Ming Hsu. Common Neural Code for Reward and Information Value. Proceedings of the National Academy of Sciences.
2019 - Jenkins, Adrianna, Pierre Karashchuk, Lusha Zhu, & Ming Hsu. Predicting human behavior toward members of different social groups. Proceedings of the National Academy of Sciences.
2018 - Hsu, Ming. Neuromarketing: Inside the mind of the consumer. California Management Review.
2017 - Chen, Yu-Ping, Leif Nelson, and Ming Hsu. From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain. Journal of Marketing Research.
2015 - Ming Hsu, Carolyn Yoon. The neuroscience of consumer choice. Current Opinions in Behavioral Sciences,.
2015 - Zhu, Lusha, Kyle Mathewson, and Ming Hsu. Dissociable neural representations of reinforcement and belief prediction errors underlie strategic learning. Proceedings of the National Academy of Sciences.
2012 - Hsu, Ming, Cédric Anen, and Steven Quartz. The Right and the Good: Distributive Justice and Neural Encoding of Equity and Efficiency. Science.
2008 - Hsu, Ming, Meghana Bhatt, Ralph Adolphs, Daniel Tranel, and Colin Camerer. Neural Systems Responding to Degrees of Uncertainty In Human Decision Making. Science.
2005 - View full list of publications:. Neuroeconomics Laboratory website.
2005 – 2019
- Demand Estimation and Forecasting Using Neuroeconomic Models of Consumer Choice
Nan Chen, John A. Clithero, and Ming Hsu. SSRN Working Paper. 2019
At Haas since 2009
2016 – present, 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
Barbara and Gerson Bakar Faculty Fellow
2019-2021
UCSF-UC Berkeley Sabbatical Exchange Program
2016
Society for Neuroeconomics Early Career Award
2015
Hellman Faculty Fund Award
2012
Kavli Fellow
2008
Beckman Fellow
2006-2008
Collaborative Research: An Interdisciplinary Approach to Predicting Unequal Treatment
National Science Foundation
2019-2022
Dopaminergic Mechanisms Underlying Human Social Behavior: A Multimodal Approach
National Institute of Mental Health
2019-2024
2018 CRCNS Principal Investigators Meeting
National Science Foundation
2018
Cortical Oscillatory Dynamics and Human Decision-Making
National Institute of Mental Health
2017-2019
CRCNS: Neurocomputational substrates of monetary exchange
National Institute of Drug Abuse
2016-2019
Neurobiological Substrates of Social Behavior: A Neuroeconomic Framework
National Institute of Mental Health
2013-2018
- How Researchers Can Cultivate Patience, University of Houston – The Big Idea, 09/15/2021
- What dishonesty does to your brain and why it’s bad for business, The HR Director, 08/04/2021
- How our imperfect memories may affect the choices we make, The Hill – Changing America, 05/21/2021
- The allure of mysteries, The Psychologist, 11/15/2020
- Curiosity and Hunger Are Driven by the Same Brain Regions, The Scientist, 10/01/2020
- Information can affect you like drugs, sugar, or money, Welt, 06/26/2020
- Working from home? Here’s how to be a good boss to yourself, The Telegraph, 03/17/2020
- How Addiction to Information Affects You the Same Way as Junk Food, Inc, 12/02/2019
- How to get teens off their screens?, Les Echos, 10/28/2019
- How dopamine fuels the golden rule of content marketing, Marketing Land, 10/25/2019
- Our Brains Process Information the Same Way as Junk Food, Money and Drugs, Mother Nature Network, 10/05/2019
- How Much is Too Much? When Curiosity Kills the Cat, Top Of Mind With Julie Rose, 08/01/2019
- The way our brain values information suggests it can be addictive, like food or drugs, Science Alert, 07/29/2019
- How our brain makes us addicted to information, Porquoi Docteur?, 06/29/2019
- Are our brains addicted to information?, Medical News Today, 06/28/2019
- Marketing Research, MBA 261
- Marketing Research, UGBA 161
- Marketing, UGBA 106