- Asch: conformity studies using lines of different lengths
- Binet: created an intelligence test for the French educational system
- Darley: bystander intervention
- Ebbinghaus: memorizing nonsense words, curve of forgetting
- Festinger: cognitive dissonance
- Freud: ego, id, superego
- Gibson: visual cliff
- Gilligan: argued that Kohlberg's work missed important information in women
- Harlow: stidied attachment with wire monkeys
- Johnson: with Masters, studied human sexual response
- Kohlberg: studied moral development in males
- Loftus: studied false memories created by leading questions
- Lorenz: imprinting in ducks
- Masters: with Johnson, studied human sexual response
- Milgram: obedience studies; shocking to the "learners"
- Pavlov: developed understanding of classical conditioning, working with dogs
- Rayner: worked with Watson on the Little Albert experiment
- Rorschach: inkblots as projective tests
- Rosenhan: pretended to be schizophrenic
- Schachter: with Singer, developed a theory of emotions
- Seligman: learned helplessness; important in positive psychology
- Skinner: trained animals to perform complex behaviors using conditioning and chaining
- Terman: modified Binet's intelligence test
- Tolman: cognitive maps in rats
- Watson: father of behaviorism
- Zimbardo: Stanford Prison Experiment; Abu Ghraib comments