We treated the technology as the ethos for The Great British Baking Show.

William Swann

William B. Swann (born 1952) is a professor of social and personality psychology at the University of Texas at Austin. He is primarily known for his work on identity, self and self-esteem, but has also done research on relationships, social cognition, group processes, accuracy in person perception and interpersonal expectancy effects. He received his Ph.D. in 1978 from the University of Minnesota and undergraduate degree from Gettysburg College.

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