Haslam College of Business - Eduardo Cuervo

Biography

Fourth year

Eduardo Cuervo is a Ph.D. candidate in Haslam’s Department of Management and Entrepreneurship. He holds a bachelor’s degree in finance from UPAEP University in Puebla, Mexico, as well as a master’s degree in quantitative finance from Oklahoma State University. Before pursuing his doctorate, he worked in Mexico as an investment analyst and financial advisor.

Cuervo’s professional experience shaped his research path. Despite offering evidence-based advice, he often saw clients gravitate toward online personalities and self-proclaimed experts — figures who, despite lacking formal expertise, provided simple, persuasive narratives that resonated more than well-grounded guidance. “I was watching clients ignore careful analysis in favor of viral advice,” he says. “That’s when I realized persuasion often outweighs expertise.”

This disconnect sparked his interest in how and why people trust certain forms of advice, especially in uncertain environments like entrepreneurship. His research focuses on how entrepreneurs rely on testimony, particularly stories and advice shared through podcasts, social media, mentorships, and conferences, to make decisions. In such narrative-driven settings, compelling stories often influence judgment more than facts, making it easier for flawed or misleading advice to gain traction.

Cuervo’s work examines how entrepreneurial knowledge is produced, shared and trusted, shedding light on the cognitive and social dynamics that shape decision-making. By exploring the testimonial foundations of advice in entrepreneurship, he highlights the need for more reflective, transparent and truth-seeking norms in environments where storytelling is central to learning and action.