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| 1960 || || "The classic example of subjects' {{w|congruence bias}} was discovered by {{w|Peter Cathcart Wason}}"
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| 1961 || || {{w|Authority bias}}. The {{w|Milgram experiment}} is the classic experiment that established its existence.<ref>{{cite book |author=Ellis RM |title=Middle Way Philosophy: Omnibus Edition |year=2015 |publisher=[[Lulu (company)|Lulu Press]] | url=https://books.google.com/books?id=xG9rCgAAQBAJ&dq=Ellis+RM+Middle+Way+Philosophy%3A+Omnibus+Edition&q=authority#v=onepage&q=milgram&f=false|isbn=9781326351892 }}</ref>
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| 1961 || || {{w|Ambiguity effect}} is first described by {{w|Daniel Ellsberg}}.<ref>{{cite book|last1=Borcherding|first1=Katrin|last2=Laričev|first2=Oleg Ivanovič|last3=Messick|first3=David M.|title=Contemporary Issues in Decision Making|url=https://books.google.com/books?id=W3l9AAAAMAAJ|year=1990|publisher=North-Holland|isbn=978-0-444-88618-7|page=50}}</ref>
| 1971 || || Lichtenstein and Slovic study and experiment on the {{w|preference reversal}} inconsistency.<ref name="Atladóttir"/>
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| 1971 || Social bias || The concept of {{w|actor–observer asymmetry}} (also actor–observer bias) is introduced by Jones and Nisbett. It explains the errors that one makes when forming attributions about the behavior of others.
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| 1972 || || The {{w|Levels of Processing model}} is created by {{w|Fergus I. M. Craik}} and Robert S. Lockhart.<ref>Craik, F. I. M., & Lockhart, R. S. (1972). Levels of processing: A framework for memory research. Journal of Verbal Learning and Verbal Behavior, 11(6), 671.</ref>
