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| 1975 || || "In 1975, psychologist [[Stanley Smith Stevens]] proposed that the strength of a stimulus (e.g., the brightness of a light, the severity of a crime) is encoded neurally in a way that is independent of [[stimulus modality|modality]]. Kahneman and Frederick built on this idea, arguing that the target attribute and heuristic attribute could be unrelated."<ref name="revisited"/>
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| 1977 || || The {{w|illusory truth effect}} is first identified in a study at {{w|Villanova University}} and {{w|Temple University}}.<ref name="Hasher1977">{{cite journal|last1=Hasher |first1=Lynn |last2=Goldstein |first2=David |last3=Toppino |first3=Thomas |title=Frequency and the conference of referential validity |journal=Journal of Verbal Learning and Verbal Behavior |date=1977 |volume=16 |issue=1 |pages=107–112 |doi=10.1016/S0022-5371(77)80012-1 |url=http://www.psych.utoronto.ca/users/hasher/PDF/Frequency%20and%20the%20conference%20Hasher%20et%20al%201977.pdf |url-status=bot: unknown |archiveurl=https://web.archive.org/web/20160515062305/http://www.psych.utoronto.ca/users/hasher/PDF/Frequency%20and%20the%20conference%20Hasher%20et%20al%201977.pdf |archivedate=2016-05-15 }}</ref><ref name="PLOS ONE">{{cite journal|title=People with Easier to Pronounce Names Promote Truthiness of Claims|journal=PLOS ONE|volume=9|issue=2|pages=e88671|date=September 6, 2014 |doi=10.1371/journal.pone.0088671|pmid=24586368|pmc=3935838|last1=Newman|first1=Eryn J.|last2=Sanson|first2=Mevagh|last3=Miller|first3=Emily K.|last4=Quigley-Mcbride|first4=Adele|last5=Foster|first5=Jeffrey L.|last6=Bernstein|first6=Daniel M.|last7=Garry|first7=Maryanne|bibcode=2014PLoSO...988671N}}</ref>
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| 1979 || || "In 1979, professor of psychology and author Charles G. Lord sought answers[1] as to whether we might overcome the {{w|Bacon principle}}, or whether humans are always held hostage to their initial beliefs even in the face of compelling and contradictory evidence."
