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| 2006 || {{w|Behavioral bias}} || || The {{w|Ostrich effect}} is coined by Galai & Sade.<ref>{{cite journal |title=The "Ostrich Effect" and the Relationship between the Liquidity and the Yields of Financial Assets |journal=The Journal of Business |doi=10.2139/ssrn.431180}}</ref> || "The {{w|ostrich effect}} bias is a tendency to ignore dangerous or negative information by ignoring it or burying one's head in the sand"<ref>{{cite web |title=Ostrich Effect |url=https://www.thinkingcollaborative.com/stj/ostrich-effect/ |website=thinkingcollaborative.com |accessdate=8 May 2020}}</ref>
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| 2008 || Social bias || {{w|Cheerleader effect}} || {{w|Cheerleader effect}}. "The phrase was coined by the character {{w|Barney Stinson}} in "{{w|Not a Father's Day}}", an episode of the television series ''{{w|How I Met Your Mother}}'', first aired in November 2008. Barney points out to his friends a group of women that initially seem attractive, but who all seem to be very ugly when examined individually. This point is made again by [[w:Ted Mosby|Ted]] and [[w:Robin Scherbatsky|Robin]] later in the episode, who note that some of Barney's friends also only seem attractive in a group."<ref>{{cite web|url=https://www.theatlantic.com/business/archive/2013/11/cheerleader-effect-why-people-are-more-beautiful-in-groups/281119/|title=Cheerleader Effect: Why People Are More Beautiful in Groups|work=[[{{w|The Atlantic]]}}|last=Hamblin|first=James|date=November 4, 2013|accessdate=December 5, 2015}}</ref> || "The {{w|cheerleader effect}} refers to the increase in attractiveness that an individual face experiences when seen in a group of other faces."<ref>{{cite journal |last1=Carragher |first1=Daniel J. |last2=Thomas |first2=Nicole A. |last3=Gwinn |first3=O. Scott |last4=Nicholls |first4=Mike E. R. |title=Limited evidence of hierarchical encoding in the cheerleader effect |url=https://www.nature.com/articles/s41598-019-45789-6}}</ref>
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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> || {{w|Denomination effect}} relates "to currency, whereby people are less likely to spend larger bills than their equivalent value in smaller bills."<ref>{{cite web |title=Denomination effect |url=http://nlpnotes.com/denomination-effect/ |website=nlpnotes.com |accessdate=7 May 2020}}</ref>
