Geoffrey Fisher

Biography

Geoffrey Fisher’s research is in marketing and neuroeconomics, focusing on how individuals make multi-attribute choices. He studies how we estimate and then weigh 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.

Education

PhD California Institute Of Technology, 2015
BA Cornell University, 2010

Research

• Fisher, Geoffrey. "An Attentional Drift Diffusion Model Over Binary-attribute Choice"Cognition. 168 (2017): 34-45
• Benjamin, Daniel; Choi, James; Fisher, Geoffrey. "Religious Identity and Economic Behavior"Review of Economics and Statistics. 98.4 (2016): 617-637
• Fisher, Geoffrey; Rangel, Antonio. "Symmetry in Cold-to-Hot and Hot-to-Cold Valuation Gaps"Psychological Science. 25.1 (2014): 120-127

Awards

• New Innovator Award (2016) Foundation for Food and Agriculture Research (FFAR)