Dr José Alejandro Aristizábal Cuéllar holds a Bachelor’s degree in Psychology from the University of Salamanca (Spain) and two Master’s degrees in Behavior Analysis and Advanced Research Methods in Psychology. In 2015, he completed his PhD in Psychology at the University of Jaén (Spain), earning a Cum Laude distinction with European and International Doctorate recognition.
Currently serving as Research Professor and Project Director, Dr Aristizábal specializes in experimental and comparative psychology, consumer psychology, and behavioral sciences. His academic contributions includes numerous international publications and conference presentations. His work has been reconized whit Extraordinary Doctorate Award (2019) and the Distinguished Professor Award for Sustainable Behavior Change (2024).
His research focuses on sustainable consumer psychology, associative and predictive learning, and misinformation processing. By integrating experimental psychology with applied behavioral science, his work aims to promote sustainable habit formation and evidence-based decision-making.
This interdisciplinary approach has led to the design and implementation of high-impact applied research projects, including behavioral strategies for hazardous waste management, scientific validation of pro-environmental campaign messaging, and the development of a packaging and waste management roadmap for Pacific Alliance countries funded by the Inter-American Development Bank (IDB). In addition, he provides scientific consultancy to national and international companies specializing in the collection and management of complex waste streams.
LLEBIPC Project – Hazardous Waste Management
Within his environmental research portfolio, Dr. Aristizábal contributes to the LLEBIPC Project (www.llebipc.com), an initiative focused on integrated hazardous waste management through community-based and evidence-driven behavioral strategies. The project combines disposal analysis, behavioral barrier assessment, spatial strategies, and stakeholder engagement to reduce soil and water contamination and minimize human exposure to pollutants.
Misinformation and Risk Perception
Another central research line examines misinformation in health and environmental domains. Distorted information can alter public risk perception, amplifying fear toward certain agents while downplaying genuine hazards. Such distortions may result in counterproductive decisions, including the rejection of evidence-based mitigation measures or the endorsement of unnecessary interventions. Through experimental methodologies grounded in behavioral science, this work seeks to better understand how individuals process true and false information.
Knowledge Transfer and Consultancy
Beyond academic research, Dr. Aristizábal serves as Director of Projects and founder of the environmental behavioral consultancy Reaxion. In this capacity, he translates behavioral science into digital and applied strategies designed to foster sustainable behavior change. His professional profile reflects a strong commitment to scientific rigor, interdisciplinary collaboration, and policy-relevant impact.