Mark Baldwin studied Psychology at the University of Toronto (BA.) and at the University of Waterloo (MA and PhD, 1984). He then held postdoctoral fellowships at the University of Michigan and the Clarke Institute of Psychiatry in Toronto. For several years he wrote and performed in children's television. Then he taught at the University of Winnipeg for 8 years before beginning his current position at McGill University, where he has been an Associate Professor in the Department of Psychology since 1998. He has served as the Chair of the Social and Personality Psychology section of the Canadian Psychological Association, and as Associate Editor of the Personality and Social Psychology Bulletin. His research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and Fonds québécois de la recherche sur la société et la culture (FQRSC).He is also one of the creators of Note Designer, a program for creating psychotherapy notes.

Jodene was a doctoral student in the Baldwin Lab and completed her PhD in 2005. Her dissertation work focused on increasing implicit self-esteem through classical conditioning. The Wham! Self-Esteem Conditioning Game was developed and validated through her research. Jodene also co-authored chapters on role-relationship models and motivated self-esteem. During the 2003-2004 academic year Jodene served as the Vice President, Academic of the Post-Graduate Students’ Society at McGill University.

Stéphane's graduate work at McGill University started as the continuation of Dr. Baldwin's past projects which then developed into the EyeSpy: The Matrix project. Stephane also focused on developing ways to modify people's attentional bias for rejection. His propensity for gadgets and technological advances were a great source of creativity.

Although she was born in Switzerland, Maya spent the majority of her childhood and adolescent years in Princeton, New Jersey before coming to Montreal to complete her BA in psychology at McGill. Maya then became a graduate student in the Baldwin lab, having been accepted into the PhD program in psychology at McGill in 2002. Her work in the lab focused on exploring what makes people do what they do and discovering the different dimensions to implicit self-esteem.