Ming_Hsu in outside environment

Research Expertise and Interest

decision-making, neuroeconomics, neuromarketing, consumer neuroscience, cognitive neuroscience, behavioral economics

Research Description

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. Prof. Hsu’s research involves using neuroscientific and computational tools to understanding economic and consumer decision-making, and how brain-based methods can be used to generate and validate insights into people's thoughts, feelings, and behavior. 

In the News

Regret is a gambler’s curse, scientists say

What goes through a gambler’s mind after she’s placed her bet? It’s not just the anticipation of a big payoff, or doubts about the wisdom of her bet. It’s also regret about previous bets, both won and lost.

Stereotypes measurably influence how we treat each other

Our race, ethnicity, nationality, gender, socio-economic class and physical appearance can determine whether or not we get a break in life. But how big a role do social stereotypes really play when it comes to landing a job, loan, university spot or other opportunity?

Altering Brain Chemistry Makes Us More Sensitive to Inequality

What if there were a pill that made you more compassionate? A new study finds that giving a drug that changes the neurochemical balance in the brain causes a greater willingness to engage in prosocial behaviors, such as ensuring that resources are divided more equally.

Study links honesty to prefrontal region of the brain

Are humans programmed to tell the truth? Not when lying is advantageous, says a new study led by Assistant Professor Ming Hsu at UC Berkeley’s Haas School of Business. The report ties honesty to a region of the brain that exerts control over automatic impulses.

Your genes affect your betting behavior

People playing betting games engage two main areas of the brain: the medial prefrontal cortex and the striatum. Ming Hsu of UC Berkeley and Eric Set of the University of Illinois scanned 12 genes involved in dopamine regulation in these areas and found that people’s genetic variants affected how they dealt with trial-and-error learning and belief learning.