dr. Hang-Yee Chan


  • Faculty of Social and Behavioural Sciences: Persuasive Communication
  • Nieuwe Achtergracht 166
    1018 WV Amsterdam
  • h.y.chan@uva.nl

Name: Dr. Hang-Yee Chan
PhD: 2019, Erasmus University Rotterdam
Promotor: Prof. Ale Smidts
Co-promotor(s): Dr. Maarten Boksem
MSc: 2014, École Normale Supérieure, Paris
Research: Understanding consumer experience – what consumers think about brands, how they feel about services, whether they like certain products – is crucial to marketing practitioners. ‘Neuromarketing’, as the application of neuroscience in marketing research is called, has generated excitement with the promise of understanding consumers’ minds by probing their brains directly. Recent advances in neuroimaging analysis leverage machine learning and pattern classification techniques to uncover patterns from neuroimaging data that can be associated with thoughts and feelings. I measure brain responses of consumers by functional magnetic resonance imaging (fMRI) in order to ‘decode’ their mind. The advantages of this approach is that brain responses uncovers nonverbal and ephemeral experiences of consumers, helping the field of consumer neuroscience to pivot from resolving ‘how consumers use their mind’ to focusing on ‘what consumers have in mind’.
Specialties: consumer neuroscience, neural mechanism of persuasion