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| 1998 || || || {{w|Less-is-better effect}}. "In a 1998 study, Hsee, a professor at the Graduate School of Business of {{w|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> || "The {{w|less-is-better effect}} is the tendency to prefer the smaller or the lesser alternative when choosing individually, but not when evaluating together."<ref>{{cite web |title=Why we prefer the smaller or the lesser alternative |url=https://thedecisionlab.com/biases/less-is-better-effect/ |website=thedecisionlab.com |accessdate=7 May 2020}}</ref>
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| 1999 || Concept introduction || {{w|Dunning–Kruger effect}} || 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">{{cite journal |last=Kruger |first=Justin |last2=Dunning |first2=David |date=1999 |title=Unskilled and Unaware of It: How Difficulties in Recognizing One's Own Incompetence Lead to Inflated Self-Assessments |journal={{w|Journal of Personality and Social Psychology}} |volume=77 |issue=6 |pages=1121–1134|doi=10.1037/0022-3514.77.6.1121 |pmid=10626367}}</ref> ||
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| 1999 || || {{w|Spotlight effect}} || The term "{{w|spotlight effect}}" is coined by {{w|Thomas Gilovich}} and Kenneth Savitsky.<ref name=":0">{{Cite journal |pmid = 10707330|year = 2000|last1 = Gilovich|first1 = T.|title = The spotlight effect in social judgment: An egocentric bias in estimates of the salience of one's own actions and appearance|journal = Journal of Personality and Social Psychology|volume = 78|issue = 2|pages = 211–222|last2 = Medvec|first2 = V. H.|last3 = Savitsky|first3 = K.|doi = 10.1037//0022-3514.78.2.211|url=https://web.archive.org/web/20131030215508/http://www.psych.cornell.edu/sites/default/files/Gilo.Medvec.Sav_.pdf}}</ref> The phenomenon first appears in the world of psychology in the journal ''{{w|Current Directions in Psychological Science}}''. ||
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| 1999 || Social bias || || The formal proposal of {{w|naïve cynicism}} comes from Kruger and Gilovich's study called "'Naive cynicism' in everyday theories of responsibility assessment: On biased assumptions of bias".<ref name="Kruger 1999">{{cite journal|last1=Kruger|first1=Justin|last2=Gilovich|first2=Thomas|title='Naive cynicism' in everyday theories of responsibility assessment: On biased assumptions of bias.|journal=Journal of Personality and Social Psychology|date=1999|volume=76|issue=5|pages=743–753|doi=10.1037/0022-3514.76.5.743}}</ref> [[economics]],<ref name="Heath 2006">{{cite journal|last1=Heath|first1=Joseph|title=Business ethics without stakeholders|journal=Business Ethics Quarterly|volume=16|issue=4|pages=533–557|url=http://benjaminferguson.org/wp-content/uploads/2013/01/Heath-2006-Business-Ethics-Quarterly.pdf|doi=10.5840/beq200616448|date=2006}}</ref> || {{w|Naïve cynicism}} is "the tendency of laypeople to expect other people’s judgments will have a motivational basis and therefore will be biased in the direction of their self-interest."<ref>{{cite web |title=Naive Cynicism |url=http://psychology.iresearchnet.com/social-psychology/decision-making/naive-cynicism/ |website=psychology.iresearchnet.com |accessdate=16 July 2020}}</ref>
