Welcome to the Cognitive Behavior and Neuromarketing Lab
At the Cognitive Behavior and Neuromarketing Lab of the University of Minnesota, we uncover the “why” behind consumer decisions by combining behavioral science with neural and attention-based measurement tools. Our goal is to generate insights that help researchers, industry partners, and policymakers better understand how people evaluate information, form preferences, and make choices in today’s complex marketplace.
Key Focus Areas
Behavioral Economics
We study how people make decisions under uncertainty, tradeoffs, and limited attention and bridge theory with real-world behavior.
Consumer Behavior
We examine what drives purchasing, engagement, trust, and adoption of innovations across products, services, and information environments.
Neuromarketing Methods
We use tools such as eye-tracking and EEG to measure attention, processing, and responses that may not be captured through surveys alone.
Join Us
Whether you are a student, researcher, or industry professional, we welcome you to explore our work and collaborate with us. Together, we aim to build a more complete picture of how consumers think, feel, and act and how insights from behavioral and neural data can support better decisions, strategies, and outcomes.