Dr. Marco A. Palma is Regents Professor in the Department of Agricultural Economics at Texas A&M University. His research focuses on consumer economics, experimental and behavioral economics, and neuroeconomics. Palma is a Texas A&M Presidential Impact Fellow and AgriLife Research Faculty Fellow. He serves as Director of the Human Behavior Laboratory, a transdisciplinary facility that uses state-of-the-art technology to measure neurophysiological responses in human decision-making. His work integrates these responses with traditional behavioral research methods to better understand, predict, and influence behaviors that enhance health, prosperity, and well-being. Palma also serves as Interim Associate Director of the Institute for Advancing Health through Agriculture, leading Responsive Agriculture. In this role, he promotes innovation in agriculture and the food environment to build an economically prosperous system that delivers safe, nutritious, and abundant food to support public health.