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Geoffrey Fisher's research focuses on marketing neuroeconomics, specifically how individuals make multi-attribute choices. He studies the processes by which people estimate and weigh different attributes when perceiving value. His work addresses fundamental questions and designs cognitive models of multi-attribute choice to make quantitative predictions about how individuals choose, how long these choices take, and how various factors correlate with attentional deployment during the choice process. Laboratory experiments test these models using eye-tracking data. His ongoing research projects investigate differences in attention that explain variance in behaviors across a variety of choice domains, how visual saliency affects product preferences, and how eye-tracking data can complement and extend existing computational techniques.
Charles H. Dyson School of Applied Economics and Management • Ithaca, NY
Research and teaching in marketing neuroeconomics and decision-making.
Department of Architecture