Ming Hsu

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

Selected Papers and Publications

• Kobayashi, Kenji, & Ming Hsu. Common Neural Code for Reward and Information Value. Proceedings of the National Academy of Sciences. 2019
• Jenkins, Adrianna, Pierre Karashchuk, Lusha Zhu, & Ming Hsu. Predicting human behavior toward members of different social groups. Proceedings of the National Academy of Sciences. 2018
• Hsu, Ming. Neuromarketing: Inside the mind of the consumer. California Management Review. 2017
• Chen, Yu-Ping, Leif Nelson, and Ming Hsu. From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain. Journal of Marketing Research. 2015
• Ming Hsu, Carolyn Yoon. The neuroscience of consumer choice. Current Opinions in Behavioral Sciences,. 2015
• Zhu, Lusha, Kyle Mathewson, and Ming Hsu. Dissociable neural representations of reinforcement and belief prediction errors underlie strategic learning. Proceedings of the National Academy of Sciences. 2012
• Hsu, Ming, Cédric Anen, and Steven Quartz. The Right and the Good: Distributive Justice and Neural Encoding of Equity and Efficiency. Science. 2008
• Hsu, Ming, Meghana Bhatt, Ralph Adolphs, Daniel Tranel, and Colin Camerer. Neural Systems Responding to Degrees of Uncertainty In Human Decision Making. Science. 2005
• View full list of publications:. Neuroeconomics Laboratory website. 2005 – 2019

Working Papers

• Demand Estimation and Forecasting Using Neuroeconomic Models of Consumer Choice Nan Chen, John A. Clithero, and Ming Hsu. SSRN Working Paper. 2019

Selected Honors and Awards

• 2019-2021 Barbara and Gerson Bakar Faculty Fellow.
• 2016 UCSF-UC Berkeley Sabbatical Exchange Program
• 2015 Society for Neuroeconomics Early Career Award
• 2012 Hellman Faculty Fund Award
• 2008 Kavli Fellow
• 2006-2008 Beckman Fellow