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Faculty and Staff

Milica  Mormann

Milica Mormann

Research Assistant Professor, Finance

(305) 284-4937
Jenkins 514

Research Interests

  • Attention
  • Judgement and Decision Making
  • Neuroeconomics

Selected Publications

Plassmann, H. & Mormann, M. An Interdisciplinary Lens on Consciousness: The Consciousness Continuum and How to (Not) Study It in the Brain and the Gut. Invited comment, Journal of Consumer Research, forthcoming.

Towal B, Mormann M & Koch C. (2013). Simultaneous Modeling of Visual Saliency and Value Computation Improves Prediction of Economic Choice. Proceedings of the National Academy of Sciences, 110 (40) E3858-E3867 - featured on Time.com 01-14

Milosavljevic M, Navalpakkam V, Koch C & Rangel A (2012). Relative Visual Saliency Differences Induce Sizable Bias in Consumer Choice. Journal of Consumer Psychology, 22, 67-74.

Plassmann H, Ramsoy T & Milosavljevic M (2012). Branding the Brain: A Critical Review. Journal of Consumer Psychology, 22, 18-36.

Milosavljevic M, Koch C & Rangel A (2011). Consumers Can Make Decisions in as Little as a Third of a Second. Judgment and Decision Making, 6(6), 520-530.

Mormann F, Dubois J, Kornblith S, Milosavljevic M, Cerf M, Ison M, Tsuchiya N, Kraskov A, Quiroga R Q, Adolphs R, Fried I & Koch C (2011). A Category-Specific Response to Animals in the Right Human Amygdala. Nature Neuroscience, 14, 1247-1249.

Milosavljevic M, Malmaud J, Huth A, Koch C & Rangel A (2010). The Drift Diffusion Model Can Account for Basic Psychometrics of Value-Based Choice under High and Low Time Pressure. Judgment and Decision Making, 5(6), 437-449.

Milosavljevic M (2009). Computational Modeling of Visual Attention and Consumer Research: Initial Allocation of Visual Attention and its Effects on Consumer Behavior. Saarbruecken, Germany: VDM Verlag.

Milosavljevic, M. & Cerf, M. 2008. “First Attention then Intention: Insights from Computational Neuroscience of Vision.” International Journal of Advertising, 27(3): 381-398.

Honors and Awards

  • NSF Grant; Postdoctoral Scholar with Rangel, Adolphs, Koch. “An Interdisciplinary Study of the Role of Consciousness on Decision-Making.”
  • NIH-funded Workshop Grant: Training course in fMRI at University of Michigan.
  • Workshop Grant for Summer Institute on Bounded Rationality: Foundations of anInterdisciplinary Decision Theory. Max Planck Institute for Human Development, Berlin, Germany.

Teaching and Professional Experience

  • Judgment and Decision Making, PhD seminar
  • Research Design, PhD seminar
  • Neuroscience for Business and Economics, PhD seminar
  • Branding and Product Management, MBA
  • Marketing Principles, MBA, BS
  • Consumer Behavior, MBA and Bachelor
  • Integrated Marketing Communications (Promotions), MBA and Bachelor
  • Acting Assistant Professor, Marketing, Graduate School of Business, Stanford University
  • Member of the Scientific Advisory Board, EyeQuant Attention Analytics
  • Consultant, The People and Science Gallery, Miami Museum of Science
  • Consultant, Center for Behavioral Finance, Allianz Global Investors


  • Postdoc, California Institute of Techonology, 2008-2011
  • Ph.D., Florida Atlantic University, 2004-2007
  • MBA, Elon University
  • B.S., Elon University

    School of Business Administration
    P.O. Box 248027, Coral Gables, Florida 33124-6520
TEL: 305-284-4643
FAX: 305-284-6526
GRADUATE: 305-284-2510
UNDERGRADUATE: 305-284-4641