Hilke Plassmann is an associate professor of marketing at INSEAD in France. Plassmann’s research areas include consumer decision making, emotion regulation and self control, consumer welfare, perception of the consumption experience, branding, and neuromarketing. Her research has been published in academic journals and received international newspaper, radio and TV coverage. She is on the affiliated faculty at the Cognitive Neuroscience Unit of the Ecole Normale Superieure, and she was a postdoctoral scholar at Stanford University and the California Institute of Technology. Plassmann has a Ph.D. in marketing and neuroscience from the University of Muenster’s School of Business and Economics.