Aiqing’s research interests reside in consumer neuroscience. In particular, Aiqing explores how brain encodes values of choices under different psychophysiological states (e.g. affective or sleep deprived) that profoundly influence how consumers make judgments and evaluations. With backgrounds of psychology and cognitive neuroscience, he integrates both neuroscientific approaches (e.g. fMRI, SCR and FAR) and behavioural approaches to reveal causal and moderational factors in these processes.
H. Plassmann, A. Ling