Assistant Professor, Food and Resource Economics
Bachir Kassas is an Assistant Professor in the Food and Resource Economics Department. His research is focused on applying experimental methods to study individual and consumer behavior. His main areas of interest include individual health-related behavior, consumer preferences and willingness-to-pay for novel product attributes, preference elicitation mechanisms, and prosocial behavior. As part of his research program, Bachir also works on incorporating cutting-edge biometric data – including eye-tracking, facial expression analysis, and brain activity – to develop behavioral models that can improve the current understanding of the individual decision-making process. He established, and serves as director of, the Economic Experiment Laboratory (EEL) at UF, which is fully furnished with computer and biometric equipment that has the capability of collecting a wide range of behavioral and neurophysiological data to support survey and experimental research studies. This lab is intended to serve as a platform for interdisciplinary research collaboration on topics related to health, food, marketing, and consumer behavior.