Robert Bjork

Bob is UCLA’s former Chair of Psychology and past president of the Association of Psychological Science. He is a pioneer in understanding the role of desirable difficulties, testing effects, and the counterintuitive nature of learning. Bob’s primary goal is to promote learning and memory performance in educational settings through the investigation of principles in cognitive psychology. The work of Bob and his wife Elizabeth form the basis of Malcolm Gladwell’s bestseller, David and Goliath.