Sendhil Mullainathan

Scarcity; bandwidth tax.

Professor at the University of Chicago Booth School of Business, where he applies behavioural economics and machine learning to social problems. He co-authored 'Scarcity: Why Having Too Little Means So Much' (2013) with Eldar Shafir, introducing the idea that resource deprivation hijacks mental bandwidth. He also co-founded ideas42, a behavioural-science nonprofit.