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| 1998 || || The {{w|implicit-association test}} is introduced in the scientific literature by {{w|Anthony Greenwald}}, Debbie McGhee, and Jordan Schwartz.<ref name="Greenwald 1998" />
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| 1998 || || {{w|Less-is-better effect}}. "In a 1998 study, Hsee, a professor at the Graduate School of Business of [[The University of Chicago]], discovered a less-is-better effect in three contexts: "(1) a person giving a $45 scarf (from scarves ranging from $5-$50) as a gift was perceived to be more generous than one giving a $55 coat (from coats ranging from $50-$500); (2) an overfilled ice cream serving with 7 oz of ice cream was valued more than an underfilled serving with 8 oz of ice cream; (3) a dinnerware set with 24 intact pieces was judged more favourably than one with 31 intact pieces (including the same 24) plus a few broken ones.""<ref name="hsee">{{cite journal|last=Hsee|first=Christopher K.|title=Less Is Better: When Low-value Options Are Valued More Highly than High-value Options|journal=Journal of Behavioral Decision Making|year=1998|volume=11|issue=2|pages=107–121|doi=10.1002/(SICI)1099-0771(199806)11:2<107::AID-BDM292>3.0.CO;2-Y |url=http://faculty.chicagobooth.edu/christopher.hsee/vita/papers/LessIsBetter.pdf}}</ref>
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| 1999 || Concept introduction || The psychological phenomenon of illusory superiority known as {{w|Dunning–Kruger effect}} is identified as a form of cognitive bias in Kruger and Dunning's 1999 study, ''Unskilled and Unaware of It: How Difficulties in Recognizing One's Own Incompetence Lead to Inflated Self-Assessments''.<ref name="Kruger"/>
