Geoffrey Fisher's research is in marketing and neuroeconomics, focusing on how individuals make multi-attribute choices. He studies how we estimate and then weight attributes when perceiving value. To address this question, he designs cognitive models of multi-attribute choice that make quantitative predictions about what individuals choose, how long it takes them to make a choice, and how these variables are correlated with attentional deployment throughout the choice process. Laboratory tests of these models often make use of eye-tracking data. Several related ongoing projects investigate whether differences in attention can explain the variance in behaviors across a variety of choice domains, how visual saliency of products and underlying preferences can interact to influence search behavior, and whether eye-tracking data can complement and extend existing computational techniques.