Amos Tversky
This important psychologist and cognitive scientist was a helper to Daniel Kahneman in his development of a marketing theory that eventually earned Kahneman a Nobel prize. His contribution was the study of risk assessment, how humans identity risk and reward, and behavioral probability, which helped to transform marketing efforts into something more scientific and analytic in the general public.
Daniel Kahneman
This Israeli-American psychologist was the recipient of a Nobel prize for his work in the field of the psychology of decision-making. His work helped to provide an avenue for marketers to advertise more effectively to humans, using scientific research to determine what it takes to manipulate a person to buying something. He did this work through the lens of Cognitive Behavioral Psychology, which means that he studied the animal habits of humans, instead of analyzing their thoughts or ideas.
