William Halford Jr. Family Chair in Marketing | Associate Professor of Business Administration
Marketing | Center for Equity, Gender, and Leadership

Leading expert in neuromarketing and the application of biological methods to understand consumer behavior


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