William Hedgcock, Ph.D.

William Hedgcock, PhD
Associate Professor
Department of Marketing
Research focus: 

Decision Neuroscience


W270 PBB

My research investigates decision making. I focus on instances when people make decisions that violate standard economic assumptions or that are otherwise suboptimal. I use a range of techniques from simple paper and pencil surveys to functional magnetic resonance imaging (fMRI), magnetoencephalography (MEG), response time recording, and eye-tracking in an effort to document and explain why these behaviors occur.

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