Behavioral Economics and Neuroeconomics

The Behavioral Economics and Neuroeconomics Lab (BE-Lab) is an interdisciplinary research lab dedicated to understanding how 
individuals think, feel, and behave when making decisions in complex environments. By integrating insights from behavioral economics, 
psychology, neuroscience, management, and data science, BE-Lab investigates the cognitive, emotional, and physiological processes 
that drive human behavior across consumer, organizational, and societal contexts.

Our mission is to generate scientific knowledge that helps individuals and organizations make better decisions and improve well-being. We 
believe that many of society's most important challenges, including employee engagement, workplace well-being, consumer choice, 
sustainable behavior, and organizational performance, can only be fully understood by combining traditional behavioral approaches with 
advanced neuroscientific methods.

At BE-Lab, we study how attention, perception, emotions, motivation, and cognition interact to shape judgments and decisions in economic 
contexts. Particular attention is devoted to understanding why people often deviate from rational decision models and how behavioral 
interventions can promote more adaptive, sustainable, and welfare-enhancing outcomes.

A distinctive feature of the laboratory is its commitment to capturing behavior as it unfolds in real time. To achieve this objective, BELab 
employs a wide range of advanced research tools, including eye tracking, psychophysiological measures, biometric sensors, implicit 
assessment techniques, and experimental methods derived from cognitive and affective neuroscience. These approaches allow researchers to 
investigate behavioral processes that are often inaccessible through conventional questionnaires and self-report measures.

The laboratory is particularly active in four interconnected research areas.

Organizational Well-Being

We investigate the psychological and behavioral foundations of employee well-being, work engagement, resilience, motivation, 
leadership, and organizational effectiveness. Our goal is to identify evidence-based strategies that promote healthier, more productive, and 
more sustainable workplaces.

Consumer Behavior and Decision Science

We examine how consumers process information, allocate attention, evaluate alternatives, and make purchasing decisions. Through 
behavioral and neuroscientific methods, we seek to uncover the drivers of consumer preferences and the factors that influence value 
perception, choice architecture, and market behavior.

Eye Tracking and Behavioral Measurement

BELab is committed to advancing the use of innovative measurement techniques for understanding human behavior. Eye tracking 
methodologies play a central role in our research, providing detailed insights into attentional allocation, visual processing, decision 
dynamics, and consumer experience across both digital and physical environments.

Neuroeconomics and Applied Neuroscience

We explore how neural, physiological, and affective processes contribute to economic and organizational behavior. By integrating 
neuroscience with behavioral economics, we develop more comprehensive models of decision-making that explain behavior in both laboratory and 
real-world settings.

Beyond empirical research, BELab contributes to the theoretical advancement of behavioral economics and neuroeconomics by developing 
models that bridge normative theories of rationality with descriptive accounts of actual human behavior. We are particularly interested in 
understanding how cognitive, emotional, and social processes jointly influence well-being, performance, and decision quality.

BE-Lab aims to produce rigorous, impactful, and socially relevant research that advances scientific knowledge while helping 
organizations, policymakers, and practitioners create environments in which individuals can thrive, perform, and flourish.