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William B. Swann, Jr. is a Professor in the Department of Psychology at the University of Texas at Austin. He is known for developing self-verification theory, which focuses on individuals' desire to be known and understood according to their self-views, even when these views are negative. In recent years, he has developed identity fusion theory to explain why individuals make extreme sacrifices for their groups, such as sacrificing oneself during wartime or in terrorist activities. Professor Swann has published numerous articles on topics including identity negotiation, behavioral confirmation, self-verification, self-enhancement, social perception, and attribution. He earned his Ph.D. in Social Psychology from the University of Minnesota in 1978 and a B.A. in Psychology from Gettysburg College in 1974.
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