Professor Fernbach's research interests deal with many aspects of consumer judgment and decision-making. Much of his work is inspired by causal model theory, the idea that people's judgments and decisions are based on knowledge of the world, knowledge that is represented in terms of causal structure. He also often uses mathematical modeling in his work and aims to create models that are simple, psychologically plausible and have minimal free parameters. He is currently active in research topics including explanation and subjective knowledge, causal reasoning and learning, self-deception, consumer planning, consumer financial decision-making, and antecedents of online consumer reviews.
Consumer behavior, judgment and decision-making, consumer research, cognitive psychology, cognitive science, computational modeling, marketing, marketing research