Gordon Willard Allport (November 11, 1897 – October 9, 1967) was an American psychologist. Allport was one of the first psychologists to focus on the study of the personality, and is often referred to as one of the founding figures of personality psychology. He contributed to the formation of Values Scales and rejected both a psychoanalytic approach to personality, which he thought often went too deep, and a behavioral approach, which he thought often did not go deep enough. He emphasized the uniqueness of each individual, and the importance of the present context, as opposed to past history, for understanding the personality.