Jorge Barraza


Photo of Jorge Barraza

B.A. in Psychology, Humboldt State University
Ph.D. in Applied Social Psychology, Claremont Graduate University

Dr. Jorge Barraza is co-founder and Chief Science Officer at ZESTx Labs, a research firm specializing in the application of neuroscience to marketing and consumer behavior. He has over 10 years of experience conducting applied research and consulting for non-profit and for-profit organizations. Dr. Barraza has taught courses in psychology and neuroscience at the Claremont Colleges, where he also holds a position as research assistant professor. His academic research focuses on the neurophysiology of emotional states and decision-making, with an emphasis on motivating costly behavior. Current areas of interest include the neuroscience of story and influence, affect and prosocial decision-making, and applied/consumer neuroscience. He teaches Consumer Psychology and Pro-Seminar in our program.