Professor John Payne headed the team that created the Behavioral Lab. John Payne is a Professor of Psychology and Research Professor in The Institute of Statistics and Decision Sciences at Duke University. He is also the Joseph J. Ruvane, Jr. Professor of Business Administration and has been recently named new deputy dean of Fuqua.

Currently, Gavan Fitzsimons supervises the Behavioral Lab. Fitzsimons is an Associate Professor of Marketing and researches marketing strategy, entrepreneurial marketing, and consumer behavior.

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