Donald W. Watros Sesquicentennial Faculty Fellow
Areas of Expertise
- Behavioral Economics
- Cognitive Psychology
- Consumer Neuroscience
- Doctorate California Institute of Technology, 2015
- Bachelor of Arts Cornell University, 2010
My research is in marketing and neuroeconomics and focuses on how individuals make multi-attribute choices. Specifically, I am interested in how we estimate and then weight attributes when perceiving value. To address this question, I design 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. I then test these models in laboratory experiments that 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.
Awards and Honors
- New Innovator Award (2016) Foundation for Food and Agriculture Research (FFAR)
- Fisher, G. (2017). An Attentional Drift Diffusion Model Over Binary-Attribute Choice. Cognition. 168:34-45.
- Benjamin, D. J., Choi, J. J., & Fisher, G. (2016). Religious Identity and Economic Behavior. Review of Economics and Statistics. 98:617-637.
- Fisher, G., & Rangel, A. (2014). Symmetry in Cold-to-Hot and Hot-to-Cold Valuation Gaps. Psychological Science. 25:120-127.