Dr. ir. Robert Goedegebure is a behavioural scientist, working at the Economics department at Wageningen University (NL). He has a MSc in Marketing, a MSc in Consumer Studies and a PhD in Marketing and Consumer Behaviour. His research focuses on the mechanisms through which social influences, such as product popularity, in conjunction with varying contextual factors, such as mindsets, affect consumer decision making. In his research he combines novel technologies (e.g., fMRI and VR) with conventional experimental methods (e.g., self-reports) to unravel what drives consumers’ choices.