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| 2009 || || The concept of {{w|denomination effect}} is proposed by Priya Raghubir, professor at the {{w|New York University Stern School of Business}}, and Joydeep Srivastava, professor at [[w:University of Maryland, College Park|University of Maryland]], in their paper.<ref name="NPR">{{cite news|title=Why We Spend Coins Faster Than Bills|url=https://www.npr.org/templates/story/story.php?storyId=104063298|accessdate=7 April 2020|publisher=NPR|date=May 12, 2009}}</ref>
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| 2010 || || The ''Handbook of Social Psychology'' recognizes {{w|naïve realism}} as one of "four hard-won insights about [[w:Perception|human perception]], [[w:Thought|thinking]], {{w|motivation}} and {{w|behavior}} that... represent important, indeed foundational, contributions of {{w|social psychology}}."<ref name=":2">Ross, L.; Lepper, M.; Ward, A., [http://onlinelibrary.wiley.com/doi/10.1002/9780470561119.socpsy001001/full History of Social Psychology: Insights, Challenges, and Contributions to Theory and Application]. In Fiske, S. T., In Gilbert, D. T., In Lindzey, G., & Jongsma, A. E. (2010). ''Handbook of Social Psychology''. ''Vol.1.'' Hoboken, N.J: Wiley. {{DOI|10.1002/9780470561119.socpsy001001}}</ref>
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| 2011 || || The {{w|IKEA effect}} is identified and named by {{w|Michael I. Norton}} of {{w|Harvard Business School}}, Daniel Mochon of {{w|Yale}}, and {{w|Dan Ariely}} of {{w|Duke University}}, who publish the results of three studies in this year.
