ORCID: https://orcid.org/0000-0003-3410-7693 SCOPUS ID: 57211353752 I hold a PhD in Business Management and Administration from the Polytechnic University of Valencia. I earned a Bachelor’s degree in Business Administration and Marketing and a Master’s in Strategic Marketing from Universidad Panamericana. My research focuses on customer satisfaction and on how emotion and perception shape decision-making. As a consultant in Market Research and in the application of neuroscientific research techniques, I bring 20 years of experience in diagnosing, developing, and implementing commercial strategies for companies across diverse sectors, having successfully led more than 500 projects throughout Latin America. I have served as a Research Professor at Universidad Panamericana, Guadalajara campus, for 15 years, teaching undergraduate and graduate programs in the School of Business and Engineering. I have also been invited as a lecturer, collaborator, and visiting professor at more than a dozen institutions in several countries.