Laboratories
Coller's research facilities include two advanced laboratories, a behavioral laboratory and a neuroeconomics & neuromarketing laboratory.
Studies held at these laboratories enable Coller scholars to apply advanced research methods to the testing of their ideas, thus contributing to the advancement of models and theories in business and management.
The Behavioral Laboratory
Research conducted at the Behavioral Laboratory covers different domains of human behavior within the fields of marketing, organizational behavior and negotiations. Studies held at the Laboratory address micro-level phenomena, such as personal decision-making and creativity, as well as macro-level phenomena, such as the diffusion of products in markets over time.
The Laboratory's advanced facilities enable researchers to use sophisticated behavioral measures and designs in their studies, relying on a high-resolution remote-controlled cameras and an audio system to conduct and record live interventions. The Laboratory also provides researchers with the computerized facilities for designing and carrying out online studies and experiments at varying levels of complexity, from questionnaires to multimedia simulations.
The Neuroeconomics & Neuromarketing Laboratory
Research conducted at the Neuroeconomics & Neuromarketing Laboratory focuses on consumer behavior, studying decision-making processes and mechanisms of choice and preference, such as the effect of context and internal states and the neural representations of value. Another objective is to improve our ability to predict consumer preferences based on neural and physiological measures, augmenting the accuracy of behavioral ones.
The Laboratory applies a multidisciplinary approach, integrating economic models, advanced behavioral methods and neuroscience techniques, such as functional magnetic resonance imaging (fMRI), Electroencephalography (EEG), as well as other physiological measures, such as Galvanic Skin Response (GSR) and eye-tracking.
