Thinkers (page 67)

Behavioural science writer whose The Choice Factory (2018) applies 25 cognitive biases to marketing, including the pratfall effect.

Richard Thaler is a behavioural economist at the University of Chicago and a Nobel laureate in 2017. He originated mental accounting, coined the term endowment effect, wrote Nudge with Cass…

Richard Zeckhauser is the second author of the 1988 paper, written with William Samuelson, that introduced the term status quo bias.

Rita Coelho do Vale is a consumer researcher and the first author, with Pieters and Zeelenberg, of "The benefits of behaving badly on occasion: successful regulation by planned hedonic deviations"…

Riva Tukachinsky is a communication researcher at Chapman University and first author of a 2018 paper in Communication Theory that proposes a staged model of how a parasocial relationship develops.

Social psychologist whose 2011 field experiments with Marijn Meijers reported that luxury brand labels bring social benefits to the wearer. The paper became the standard citation for why logos work…

Rob Richerson is co-author, with James A. Mead, of the 2018 Journal of Business Research paper on package colour saturation and perceived food healthfulness. The paper found that vivid, highly…

Robert A. Bjork is a psychologist at the University of California, Los Angeles, whose work on learning and forgetting gave psychology the term desirable difficulties. He is on this site because the…

Neuroscientist and methodologist, co-author of the pre-registered replication that is the hardest result in this literature to argue with.

Robert Cialdini, born 1945, is an American social psychologist and Professor Emeritus at Arizona State University, and the most-cited researcher in the field of persuasion. Influence, 1984…

Robert F. Bornstein is a psychologist and the author of "Exposure and affect: overview and meta-analysis of research, 1968-1987", published in Psychological Bulletin in 1989. The paper reviewed the…

Robert L. Thorndike, of Teachers College, Columbia University, wrote the 1968 review of Pygmalion in the Classroom that began the long argument over the Oak School data. He accepted that…