Avishai Henik is an Israeli neurocognitive psychologist who works at Ben-Gurion University of the Negev (BGU). Henik studies voluntary and automatic (non-voluntary/reflexive) processes involved in cognitive operations. He characterizes automatic processes, and clarifies their importance, the relationship between automatic and voluntary processes, and their neural underpinnings. Most of his work involves research with human participants and in recent years, he has been working with Archer fish to examine evolutionary aspects of various cognitive functions.

Daniel Kahneman was an Israeli-American author, psychologist, and economist notable for his work on hedonism, the psychology of judgment, and decision-making. He is also known for his work in behavioral economics, for which he was awarded the 2002 Nobel Memorial Prize in Economic Sciences shared with Vernon L. Smith. Kahneman's published empirical findings challenge the assumption of human rationality prevailing in modern economic theory. Kahneman became known as the "grandfather of behavioral economics."