Hilke Plassmann is the Octapharma Chaired Professor of Decision Neuroscience and Associate Professor in INSEAD’s Marketing Area. She is also an Affiliated Faculty at the Paris Brain Institute (ICM) of Sorbonne University. Hilke’s primary research area is judgment and decision-making in the intersection of neuroscience, psychology and economics. In recent and current research projects she investigates the neural basis of different decision-making related value signals and ways to self-regulate these signals. Hilke is also interested the influence of pricing, branding and health information on consumer decision making. Her work has implications for both, management and public policy.