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Jorge Barraza Ph.D.


Jorge Barraza, Ph.D., is a professor of consumer behavior in the online Master of Science in Applied Psychology program at the University of Southern California. He is also the co-founder and Chief Science Officer at Immersion Neuroscience, a neuroscience insights platform used by marketers and brand leaders to identify optimal messaging. His academic research focuses on the neurophysiology of emotional states and decision-making, with an emphasis on motivating costly behavior. Dr. Barraza has $1.5 million in research grants and published numerous peer-reviewed articles on emotional engagement, prosocial motivation, and the use of stories to influence costly decisions.

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