My core research interest lies in unraveling the mysteries of non-conscious brain processes. I am fascinated by how our brains process information and generate responses – both affective and cognitive ones – without our conscious awareness.

I am using objective tools like EEG (particularly event-related potentials) and startle reflex modulation to access these hidden brain activities, often revealing discrepancies between what our brain is truly doing and what we subjectively report. Besides basic science about olfaction, the self, memory, affection and cognition, my work also spans diverse applications, from understanding consumer behavior and financial decisions to exploring the impact of social media, always aiming to show that our brains "know more than they admit to consciousness."