book chapter





edited book










h-index: 20

Erdös number: 3

Citations: 2480

  • list does not include conference abstracts, popular press articles, fiction, or popular science books.

  • for list of public media references to the work click here.

  • for exhaustive list click here.


Kristen Duke, Wendy Liu, Evan Weingarten, Rebecca W. Hamilton, On Amir, Gil Appel, Moran Cerf, Joseph K. Goodman, Andrea C. Morales, Ed O’Brien, Jordi Quoidbach, Monic Sun Why don’t consumers choose the experiences they will enjoy most? Insights from the Two-Dimensional Experiential Space (TDES) Model Journal of Consumer Psychology


Leonard L. Sokol, Sarah R. Jordan, Allison J. Applebaum, Joshua M. Hauser, Jodi Forlizzi, Moran Cerf, Hillary D. Lum Social media perceptions of legacy-making: a qualitative analysis Palliative Medicine Reports

Sebastiano Massaro, Will Drover, Keith M. Hmieleski, Moran Cerf Using functional neuroimaging to advance entrepreneurial cognitive research Journal of Small Business Management

Leonard L. Sokol, Hillary D. Lum, Claire J. Creutzfeldt, David Cella, Jodi Forlizzi, Moran Cerf, Joshua M. Hauser, Benzi M. Kluger Meaning and dignity therapies for psycho-neurology in neuropalliative care: a vision for the future Journal of Palliative Medicine

Sebastiano Massaro, Will Drover, Moran Cerf Founder gender and investor pitch assessments: an fMRI multivariate pattern analysis investigation Academy of Management

Moran Cerf, Sandra Matz, Aviram Berg Using Blockchain to improve decision making that benefits the public good Frontiers in Blockchain


Leonard L. Sokol, Joshua M. Hauser, Hillary D. Lum, Jodi Forlizzi, Moran Cerf, Fan Z. Caprio, Michael J. Young Goal-concordant care in the era of advanced stroke therapies Journal of Palliative Medicine


Leonard L. Sokol, Michael J. Young, Jack Paparian, Benzi M. Kluger, Hillary D. Lum, Jessica Besbris, Neha Kramer, Anthony E. Lang, Alberto J. Espay, Ornella M. Dubaz, Janis Miyasaki, Daniel D. Matlock, Tanya Simuni, Moran Cerf Advance Care Planning in Parkinson’s disease: ethical challenges and future directions Nature Parkinson's Disease

Jonathan Levy, Devin Markell, Moran Cerf Polar Similars: using massive mobile dating data to predict synchronization and similarity in dating preferences
Frontier in Psychology: Personality and Social Psychology

Scott Shane, Will Drover, David Clingingsmith, Moran Cerf Founder passion, neural engagement and informal investor interest in startup pitches: An fMRI study Journal of Business Venturing. Frontiers of Entrepreneurship Research

Rubi Hammer, Moran Cerf Risk Assessment Under Perceptual Ambiguity and its Impact on Category Learning and Decision-Making PsyArXiv

Moran Cerf Using neuroscience to assess brands In: Branding in a Hyper-Connected World, Wiley


Sandra Matz, Guy Rolnik, Moran Cerf Solutions to the Threats of Digital Monopolies In: Digital Platforms and Concentration

Jose Herrero, Simon Khuvis, Erin Yeagle, Moran Cerf, Ashesh Mehta Breathing above the brainstem: Volitional control and attentional modulation in humans Journal of Neurophysiology

Samuel Barnett, Andrés Campero, Ronen Zilberman, Chris Rose, Aaron Robinson, Moran Cerf Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes Advances in Consumer Research


Moran Cerf, Manuel Garcia Garcia Consumer Neuroscience MIT Press

Samuel Barnett, Moran Cerf Few and Far Between: Identifying Measures of Advertising Visuals that Correlate with Neural Engagement and Sales Advances in Consumer Research

Will Drover, Sebastiano Massaro, Moran Cerf, Lowell Busenitz Neuro-Entrepreneurship Academy of Management

Samuel Barnett, Moran Cerf A Ticket for Your Thoughts: Method for Predicting Movie Trailer Recall and Future Ticket Sales Using Neural Similarity Among Moviegoers Journal of Consumer Research

Robert Wolcott, Moran Cerf Foresight Northwestern University Press


Florian Mormann, Simon J. Kornblith, Moran Cerf, Matias J. Ison, Alexander Kraskov, Michelle Tran, Simeon Knieling, Rodrigo Quian Quiroga, Christof Koch, Itzhak Fried “Scene-selective coding by single neurons in the human parahippocampal cortexProceedings of the National Academy of Sciences ('PNAS')

Samuel Barnett, Moran Cerf Keep it simple, stimuli: brain-vetted elements of movie trailers predict opening weekend ticket sales Advances in Consumer Research

Moran Cerf, Samuel Barnett Epilepsy — eavesdropping on the conversations of rebellious neurons Journal of Neurology and Neurophysiology


Avital Mentovich, Aziz Huq, Moran Cerf The psychology of corporate rights: perception of corporate versus individual rights to religious liberty, privacy, and free speech Journal of Law and Human Behavior

Guy Hoffman, Moran Cerf The Dark Sides of Robot Social Awareness IEEE CIS Newsletter of the Autonomous Mental Development Technical Committee

Moran Cerf,  Eric Greenleaf, Tom Meyvis, Vicki G. Morwitz Using single-neuron recording in marketing: Opportunities, challenges, and an application to fear enhancement in communications Journal of Marketing Research

Samuel Barnett, Moran Cerf Connecting on movie night? Neural measures of engagement differ by gender Advances in Consumer Research

Moran Cerf, Samuel Barnett Method for measuring engagement United States Patent


Avital Mentovich, Moran Cerf A psychological perspective on punishing corporate entities Regulating Corporate Criminal Liability

Itzhak Fried, Ueli Rutishauser, Moran Cerf, Gabriel Kreiman Single Neuron Studies of the Human Brain: probing cognition MIT Press

The neuronal representation of information in the human brain Brain


Moran Cerf, Hagar Gelbard-Sagiv, Itzhak Fried Studying thoughts and deliberations using single-neuron recordings in humans, In: Single neuron studies of the human brain, MIT Press

Ueli Rutishauser, Moran Cerf, Gabriel Kreiman Data analysis techniques for human microwire recordings: spike detection and sorting, decoding, relation between units and local field potentials In: Single Neurons Studies of the Human Brain. MIT Press

Gabriel Kreiman, Ueli Rutishauser, Moran Cerf, Itzhak Fried The next ten years and beyond. In: Single neuron studies of the human brain, MIT Press


Moran Cerf, Michael Mackay, Christof Koch Evidence for two distinct mechanisms directing gaze in natural scenes Journal of Vision

Josh Shachar, Thomas Cheb, Leslie Farkas, Winston Wu, Kyle Zimmerman, Moran Cerf, Bruce Marx, David Johnson, Laszlo Farkas Brain retractor apparatus for measuring and predicting electrophysiological parameters United States Patent


Elina Birmingham, Moran Cerf, Ralph Adolphs Comparing social attention in autism and amygdala lesions: effects of stimulus and task condition Social Neuroscience

Florian Mormann, Julian Dubois, Simon Kornblith, Milica Milosavljevic, Moran Cerf, Matias Ison, Naotsugu Tsuchiya, Alexander Kraskov, Rodrigo Quian Quiroga, Ralph Adolphs, Itzhak Fried, Christof Koch A category-specific response to animals in the right human amygdala Nature Neuroscience

Matias Ison, Florian Mormann, Moran Cerf, Christof Koch, Itzhak Fried, Rodrigo Quian Quiroga Selectivity of pyramidal cells and interneurons in the human medial temporal lobe Journal of Neurophysiology

Moran Cerf, Michael Mackay Studying Consciousness Using Direct Recording from Single Neurons in the Human Brain In: Characterizing Consciousness: From Cognition to the Clinic, Springer


Moran Cerf, Nikhil Thiruvengadam, Florian Mormann, Alexander Kraskov, Rodrigo Quian Quiroga, Christof Koch, Itzhak Fried. On-line, voluntary control of human temporal lobe neurons Nature

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Carlos Pedreira, Florian Mormann, Alexander Kraskov, Moran Cerf, Itzhak Fried, Christof Koch, Rodrigo Quian Quiroga Responses of human medial temporal lobe neurons are modulated by stimulus repetition Journal of Neurophysiology


Moran Cerf, Paxon Frady, Christof Koch. Faces and text attract gaze independent of the task: experimental data and computer model Journal of Vision

Moran CerfCompetition and attention in the human brain. Eye-tracking and single neuron recordings in healthy controls and individuals with neurological and psychiatric disorders Ph.D thesis, California Institute of Technology

Moran Cerf. Jonathan Harel, Alex Huth, Wolfgang Einhäuser, Christof Koch Decoding what people see from where they look: predicting visual stimuli from scanpaths Lecture Notes in Artificial Intelligence ('LNAI')


Florian Mormann, Simon Kornblith, Rodrigo Quian Quiroga, Alexander Kraskov, Moran Cerf, Itzhak Fried, Christof Koch Latency and selectivity of single neurons indicate hierarchical processing in the human medial temporal lobe Journal of Neuroscience

Milica Milosavljevic, Moran Cerf What matters is attention not intention: insights from computational neuroscience of vision International Journal of Advertising

Wolfgang Einhäuser, Frank Schumann, Johannes Vockeroth, Klaus Bartl, Moran Cerf, Jonathan Harel, Erich Schneider, Peter König Distinct roles for eye and head movements in selecting salient image parts during natural exploration Annals of the New York Academy of Sciences

Moran Cerf, Paxon Frady, Christof Koch Using semantic content as cues for better scanpath prediction Proceedings of the Symposium on Eye-Tracking Research and Applications


Moran Cerf, Dan Cleary, Rob J. Peters, Wolfgang Enhäuser, Christof Koch. Observers are consistent when rating image conspicuity Vision Research

Moran Cerf, Jonathan Harel, Wolfgang Enhäuser, Christof Koch. Predicting human gaze using low-level saliency combined with face detection Neural Information Processing Systems ('NIPS')


Moran Cerf, Avshalom Elitzur. What is is like to be Beethoven? Towards a Science of Consciousness

Moran Cerf, Amichai Shulman. File access and Denial of Service vulnerabilities in Business Object 'Crystal report' Bugtraq


Moran Cerf, Amichai Shulman How safe is it out there? Security Focus

Moran Cerf, Amichai Shulman SuperVeda penetration test. Demonstration of a website hacking Security Focus


Moran Cerf On the mind-body problem - without the mind Master's thesis, Tel-Aviv University


First evidence that attention to bodily sensations affects neural activity

Content with fewer and larger visuals generate higher engagement

A neuroscientific method for measuring engagement in content

Identifying individual neurons in the brain that code for scenes

Predicting sales by measruing how engaging content is.

Should companies be trialed in as if they are a 'person'?

Can seeing be not only a consciouss process, but also one driven by subcortical processing?

How does a woman with no 'fear' nd people with autism' judge a social scene? 

Does our brain have a site that codes information about animals?

How does our brain resolve competition between multiple concepts? and can we decode and project someone's thoughts on a screen?

Is our tendency to look at faces a biological subroutine that can be computationally modeled?

People are extremely similar to the ones they choose to date on mobile dating apps


Predicting political outcomes from

brain activity

How should doctors deal with talking to patients about end of life


Predicting whether (and hom much) will VCs invest in Founders using fMRI shows 

How to use Blockchain for

group decision making (i.e. elections)

in wys that help the public good



Below are databases of stimuli for various eye-tracking experiments.


The stimuli includes images of faces in natural scenes, including a set of images with anomalous faces and scenes, and an additional database with a variety of exposures for each image for alternating luminance.​

The faces database is a set of 1024x768 pixels images which contain frontal faces in various sizes, locations, skin colors, races, etc. Each frame includes one image with no faces for comparison.alternating luminance.​

The database is free for academic purposes. Please acknowldege the use of this databse by citing this paper:

Cerf Moran, Harel Jonathan, Einhäuser Wolfgang, Koch Christof, "Predicting human gaze using low-level saliency combined with face detection", Advances in Neural Information Processing Systems (NIPS), 2007. PDF

For a list of the images used in each phase of the NIPS experiment, click here.

The database is broken into 5 categories:

  1. Faces (229 images) - a set of images with faces. (jpgtif)

  2. Black and White (50 images) - a set of black and white images with faces. (jpgtif)

  3. Normalized exposures (24 images) - a set of images containing faces, with normalized exposures, for better comparison with saliency models that are based on luminosity and contrast measures. (jpgtif)

    • 20% under exposures (29 images) - the same set of images, controlled such that all of them are exactly 20% under exposed. (jpgtif)​

    • 10% under exposures (29 images) - the same set of images, controlled such that all of them are exactly 10% under exposed. (jpgtif)

    • 20% over exposures (29 images) - the same set of images, controlled such that all of them are exactly 20% over exposed. (jpgtif)

    • 10% over exposures (29 images) - the same set of images, controlled such that all of them are exactly 10% over exposed. (jpgtif)

  4. ​Odds and ends (66 images) - a set of images contatining anomalous depictions of faces and scenes (jpgtif)

  5. Extras (70 images) - a set of additional images used for the datasets as controls (jpg




Detecting salient points in images.

Matlab version of the Saliency model


When using this code please cite:

"Evidence for two distinct mechanism directing gaze in natural scence", Cerf M., Mackay M, Koch C, Journal of Vision 12:4(9) 1-12, 2012


Combining face detection with salieny​.

Matlab code to analyze the tendency to look at faces first in eye-tracking

Data pertaining to observers viewing of faces in natural scenes. The data provided includes subjects' viewing of images containing faces, showing that faces are attracting the attention. Fixations are provided in Matlab format. Additionally, a Matlab code used for determining the saliency of locations in given images is provided. This code is used to predict the locations of subjects fixations in images

When using this code please cite:

"Predicting human gaze using low-level saliency combined with face detection", Cerf M., Harel J., Einhauser W., Koch C., Neural Information Processing Systems (NIPS) 21, 2007


Similarity among dating profiles.

Data repository for dating  study


When using this code please cite:

"Polar similars: using massive mobile dating data to predict synchronization and similarity in dating preferences", Levy J., Markell D., Cerf M., Frontiers in Psychology 10:2010, 2019


Code repository for online Single-neuron Real-time analysis

When using this code please cite:

"On-line, voluntary control of human temporal lobe neurons", Cerf M., Thiruvengadam N., Mormann F., Quian-Quiroga R., Koch C., Fried I, Nature 467:7319, 1104-1108, 2010


Comparing similarity across multiple



When using this code please cite:

"Trust the polls? Neural and recall responses provide alternative predictors of political outcomes", Barnett  S., Campero A., Zilberman R., Rose C., Robinson A., Cerf M., Advances in Consumer Neuroscience 2018


Blockchain implementation for decision making that benefits the public good.

When using this code please cite:

"Using Blockchain to improve decision making that benefits the public good", Cerf M., Matz S., Berg A, Frontiers in Blockchain 2020

Screen Shot 2020-03-21 at 14.25.17.png


Data and code for analyses of risk perception and learning

with ambiguous inputs

  • Download code

  • Download notes

  • Download data

  • Download paper

When using this code please cite:

"Perceptual Ambiguity and its Impact on Learning and Decision Making"