”People’s behavior makes sense if you think about it in terms of their goals, needs, and motives” (Thomas Mann)


My research

I am a Professor at the University of Southern California and the co-director of the Los Angeles Behavioral Economics Laboratory (LABEL) and the Theoretical Research in Neuroeconomic Decision-making (TREND) Institute. My research revisits standard theories of decision-making and aims at better understanding how people make choices, what motivates them and what cognitive limitations prevent them from making rational choices.

Email: brocas@usc.edu

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