So, first, my bit:
There's this bit of popular knowledge being tossed about suggesting that "Willpower" is something you can run out of.
https://archive.is/YJ8aN (Something from the APA defining Willpower)
Two of the main proponents of this viewpoint are Dr. Roy Baumeister and Dr. Kathleen Vohs. Baumeister is one of the earliest proponents of this viewpoint.
On Roy Baumeister:
https://archive.is/GZaXI (Wiki page)
https://archive.is/gniH1 (Personal Site, you can find his CV there.)
https://archive.is/SE23k (A bio where he says that he was raised by wolves and some other crazy shit.)
He's also written lots of books. Some interesting ones, from the Wiki page:
"Masochism and the self"
"The social dimension of sex"
"Free Will and Consciousness: How might they work?"
He was also an author of:
"Are We Free? Psychology and Free Will."
If you look at his CV, though, you'll notice that one of the sources of funding he secured was from the John Templeton Foundation. That'll be important later.
On Kathleen Vohs:
https://archive.is/RYs8F (You can find her CV around here somewhere)
She works very closely with Baumeister, which is to be expected of people working on the same thing. However, she has also gotten funding from the Templeton Foundation.
This suggests to me that the Templeton Foundation has some stake in pushing this research: they've funded multiple people with the same viewpoint and the same goal.
On the Templeton Foundation:
https://archive.is/YyJaI (At a glance)
https://archive.is/VGnb (Mission statement)
Their goal is to mix the spiritual and the scientific, basically. It's really crazy, and I'm not sure how to explain it.
Their funding, according to their site, largely comes from an ultra-huge endowment they got from John Templeton. He's dead now, but there might be something interesting about him floating around.
I've also looked into other researchers who have done this work, but they don't seem to be tied to the Templeton Foundation. If you want, I can post that stuff, but I don't think there's anything in there.