Thinkers (page 30)

Rolf Reber is a cognitive psychologist at the University of Oslo and the first author of the 2004 paper that gave processing fluency its most influential theoretical statement. Its argument was that…

Rory Sutherland is Vice Chairman of Ogilvy UK and founder of the agency's behavioural science practice, and one of the most visible popularisers of behavioural economics inside advertising. His…

Neuroscientist and first author of the 2015 study that surveyed 1,401 people about the dress.

Roy Baumeister is a social psychologist, formerly of Case Western Reserve University and Florida State, who proposed that self-control draws on a limited resource which depletes as it is used. The…

Experimental economist at the University of Innsbruck, co-author of the credence-goods review and of the 936-participant experiment that ranked four proposed remedies for markets where the buyer…

Rudolph Schaffer, 1926 to 2008, was a developmental psychologist at the University of Strathclyde and first author, with Peggy Emerson, of the 1964 Glasgow study. It is the earliest good test of…

Rupert Murdoch is an Australian-born media proprietor, born in 1931, who with Barry Diller built Fox into a fourth American television network in the 1980s. Fox is the reason narrowcasting stopped…

Ryan E. Rhodes is Professor in the School of Exercise Science, Physical and Health Education at the University of Victoria and Director of the Behavioural Medicine Laboratory, which he founded there…

Social psychologist at the University of Cambridge, author of Foolproof and of the research programme behind the inoculation games that governments and platforms deployed. This record is specific…

Computational social scientist at Columbia Business School and author of Mindmasters (2025), a book on predicting and changing behaviour from personal data.

Sandro Sperandei is a Brazilian public-health researcher who studies physical activity adherence in unsupervised settings, which is to say in ordinary commercial gyms rather than in supervised…

Sarah E. Berry is a nutrition scientist at King's College London and the first author of the 2020 paper in Nature Medicine from the PREDICT programme. It found that people differ enormously in how…