Cortes-Esparza, Pedro Manuel

Pedro Manuel Cortes Esparza is the Head of Research at the Laboratory for Advanced Analytics and Decision Sciences (LADS) and the Behavioral Research and Public Opinion Lab at Tecnológico de Monterrey, located in Expedition FEMSA. He holds a Ph.D. in Neuroscience from the University of Guadalajara and specializes in behavioral sciences and decision-making. His research focuses on understanding how emotional, motivational, and perceptual factors influence choice processes and opinion formation across diverse contexts, ranging from controlled laboratory environments to social and political scenarios. With a strong background in neuroscientific research, he has developed and applied behavioral paradigms combined with electroencephalographic (EEG) recordings to study cortical dynamics associated with option evaluation, incentive value assignment, and the emotional modulation of behavior. His studies have integrated both animal and human models to explore how the interaction between emotion and cognition shapes decision-making. Currently, he leads cutting-edge projects that combine neuroscience and artificial intelligence to develop adaptive technological tools, such as personalized learning platforms for vulnerable populations, including children with Autism Spectrum Disorder. In addition, he coordinates public opinion consulting projects and designs behavioral studies that aim to provide scientific evidence to support institutional and public policy decision-making. His academic output includes publications in high-impact journals and collaborations with national and international research networks. Beyond academia, he promotes outreach and knowledge-transfer initiatives that seek to build bridges between science, technology, and society¿ensuring that scientific advances translate into tangible and accessible benefits for people.