Plassmann, Hilke

Marketing actions can modulate neural representations of experienced pleasantness

Plassmann, H., O'Doherty, J., Shiv, B., & Rangel, A. (2008) · Proceedings of the National Academy of Sciences

Neural and Behavioral Psychology StudiesConsumer Market Behavior and Pricing

Cited by 1,122

Orbitofrontal Cortex Encodes Willingness to Pay in Everyday Economic Transactions

Plassmann, H., O'Doherty, J., & Rangel, A. (2007) · The Journal of Neuroscience

Neural and Behavioral Psychology StudiesDecision-Making and Behavioral Economics

Cited by 855

Appetitive and aversive goal values are encoded in the medial orbitofrontal cortex at the time of decision making

Plassmann, H., O'Doherty, J. P., & Rangel, A. (2010) · The Journal of Neuroscience

Neural and Behavioral Psychology StudiesDecision-Making and Behavioral Economics

Cited by 356

Dissociating valuation and saliency signals during decision-making

Litt, A., Plassmann, H., Shiv, B., & Rangel, A. (2011) · Cerebral Cortex

Neural and Behavioral Psychology StudiesNeurotransmitter Receptor Influence on Behavior

Cited by 272

Cognitive regulation during decision making shifts behavioral control between ventromedial and dorsolateral prefrontal value systems

Hutcherson, C. A., Plassmann, H., Gross, J. J., & Rangel, A. (2012) · The Journal of Neuroscience

Neural and Behavioral Psychology StudiesNeurotransmitter Receptor Influence on Behavior

Cited by 227