You Are Viewing

Wesley Moons, Ph.D.


Dr. Wesley Moons

B.A., Psychology, Boston College
Ph.D., Social Psychology, UCSB
Postdoctoral Fellowship, UCLA

Dr. Wesley Moons is an affective neuroscientist applying his skills to neuromarketing. He is an expert on how emotions impact biology, persuasion, and decision-making. His research has identified new persuasion strategies and neural markers of trust.

Dr. Moons has published over 20 peer-reviewed papers using cutting-edge methods and technologies. His work has been covered by major media outlets including the New York Times, CNN, and NPR. He has received numerous grants and awards in recognition of his research and scientific contributions.

Dr. Moons accepted a tenure-track position as an Assistant Professor of Psychology at University of California, Davis. After four years in academia, he wanted to apply his scientific skills and expertise to immediate real-world problems. He’s now CEO of Moons Analytics, a consumer neuroscience firm that shows companies how emotions drive their customers.




  1. Anger and fear responses to stress have different biological profiles. 
  2. Effects of a supportive or an unsupportive audience on biological and psychological responses to stress.
  3. Neural and behavioral bases of age differences in perceptions of trust.
  4. Oxytocin and vasopressin receptor polymorphisms interact with circulating neuropeptides to predict human emotional reactions to stress.
  5. Does cortisol influence core executive functions? A meta-analysis of acute cortisol administration effects on working memory, inhibition, and set-shifting.
  6. Anxiety, not anger, induces inflammatory activity: An avoidance/approach model of immune system activation.
  7. Avoidance-related EEG asymmetry predicts circulating interleukin-6.
  8. Better executive function under stress mitigates the effects of recent life stress exposure on health in your adults.
  9. Inflammation, self-regulation, and health: An integrative review and immunologic model of self-regulatory failure.


Behavior Analysis

  1. “We’re mad as hell and we’re not going to take it anymore”: Anger self-stereotyping and collective action.
  2. The relation of approach/avoidance motivation and message framing to the effectiveness of charitable appeals.
  3. Certainty Broadcasts Risk Preferences: Verbal and Nonverbal Cues to Risk-Taking.
  4. Stereotypes: A source of bias in affective and empathic forecasting.
  5. Angry expressions induce extensive processing of persuasive appeals.


Persuasion & Decision-making

  1. Thinking straight while seeing red: The influence of anger on information processing. 
  2. The impact of repetition-induced familiarity on agreement with weak and strong arguments.
  3. I feel our pain: Antecedents and consequences of emotional self-stereotyping.
  4. Multiculturalism and Creativity Effects of Cultural Context, Bicultural Identity, and Ideational Fluency.
  5. Motivation to control prejudice predicts categorization of multiracials.
  6. They won’t listen to me: Anticipated power and women’s disinterest in male-dominated domains.
  7. The Effect of Negative Affect on Cognition: Anxiety, Not Anger, Impairs Executive Function.
  8. Self-affirmation and affective forecasting: Affirmation reduces the anticipated impact of negative events.
  9. Spontaneous social role inferences.