His research integrates the disciplines of Neuroscience, Psychology, and Economics to provide insight into consumer behaviour. Recent applications includes developing tools to predict consumer choices from measurements of neural activity (fMRI and EEG), and examining consumer behaviour derived from the principles for how the brain encodes information. He has received a Ph.D. in Economics from Queens University and research fellowships from the Center for Neuroeconomics at New York University and the California Institute of Technology.