number four:Sendhil Mullainathan-born c. 1973) is a Professor of Economics at Harvard University, and the author of Scarcity: Why Having Too Little Means So Much[1] (with Eldar Shafir). He was hired with tenure by Harvard in 2004 after having spent six years at MIT. He is a recipient of a MacArthur Foundation "genius grant" and conducts research on development economics, behavioral economics, and corporate finance. He is co-founder of ideas42, a non-profit organization that uses behavioral science to help solve social problems, and J-PAL, the MIT Poverty Action Lab. He has made extensive academic contributions with the including the National Bureau for Economic Research (NBER), and has also worked in government with the Consumer Financial Protection Bureau (CPFB).

number five:George F. Loewenstein- born August 9, 1955, is an American educator and economist. He is the Herbert A. Simon Professor of Economics and Psychology in the Social and Decision Sciences Department at Carnegie Mellon University and director of the Center for Behavioral Decision Research. He is a leader in the fields of behavioral economics (which he is also credited with co-founding) and neuroeconomics.

number six:Richard H.Thaler -born September 12, 1945,  is an American economist and the Ralph and Dorothy Keller Distinguished Service Professor of Behavioral Science and Economics at the University of Chicago Booth School of Business.He is perhaps best known as a theorist in behavioral finance, and for his collaboration with Daniel Kahneman and others in further defining that field.

number seven:Elke U. Weber- is professor of management and psychology at Columbia University where she is Jerome A. Chazen Professor of International Business. She is Co-Director of Columbia University's Earth Institute's Center for Research on Environmental Decisions and the Center for Decision Sciences.

number eight:Eldar Shafir, is an American behavioral scientist, and the co-author of Scarcity: Why Having Too Little Means So Much (with Sendhil Mullainathan). He is the William Stewart Tod Professor of Psychology and Public Affairs at Princeton University Department of Psychology and the Woodrow Wilson School of Public and International Affairs. He is a Faculty Associate at the Institute for Quantitative Social Science at Harvard University. He is co-founder and Board Member of ideas42, a non-profit organization that uses behavioral science to help solve tough social problems. His main area of study is behavioral economics, that is, how the decisions people make affect their financial outcomes. His research has led him to the general conclusion that people often make inadvisable decisions on financial matters when they think they are being rational.