Brain mediators and moderators of expectancy effects on outcome valuation

Hilke Plassmann
INSEAD, Fontainebleau

Drawing on studies of placebo effects on pain perception and several own studies of 
how marketing-based expectations can alter consumption enjoyment or outcome 
valuation; I establish a model of brain mediators using functional brain imaging and 
brain moderators using structural brain imaging (i.e. VBM analysis).