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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 || || {{w|Denomination effect}} || 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>
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| 2010 || || {{w|Naïve realism}} || 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>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> || "{{w|Naïve realism}} describes people’s tendency to believe that they perceive the social world “as it is”—as objective reality—rather than as a subjective construction and interpretation of reality."<ref>{{cite web |title=Naive Realism |url=http://psychology.iresearchnet.com/social-psychology/decision-making/naive-realism/ |website=psychology.iresearchnet.com |accessdate=17 July 2020}}</ref>
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| 2011 || || {{w|IKEA effect}} || 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. || "The Ikea Effect is the cognitive phenomena where customers get more excited and place a higher value in the products they have partially created, modified or personalized."<ref>{{cite web |title=What is the Ikea Effect? |url=https://www.bloomreach.com/en/blog/2019/08/ikea-effect.html |website=bloomreach.com |accessdate=7 May 2020}}</ref>
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| 2011 || || {{w|Google Effect}} || The {{w|Google Effect}}, also known as “digital amnesia”, is first described by Betsy Sparrow from {{w|Columbia University}} and her colleagues. Their paper describes the results of several memory experiments involving technology.<ref name="thecustomer.net">{{cite web |title=Marketers Need To Be Aware Of Cognitive Bias |url=https://thecustomer.net/marketers-need-to-be-aware-of-cognitive-bias/?cn-reloaded=1 |website=thecustomer.net |accessdate=12 March 2020}}</ref> || The {{w|Google Effect}} "represents people’s tendency to forget information that they can find online, particularly by using search engines such as {{w|Google}}."<ref>{{cite web |title=The Google Effect and Digital Amnesia: How We Use Machines to Remember |url=https://effectiviology.com/the-google-effect-and-digital-amnesia/#:~:text=Summary%20and%20conclusions-,The%20Google%20effect%20is%20a%20psychological%20phenomenon%20that%20represents%20people's,search%20engines%20such%20as%20Google. |website=effectiviology.com |accessdate=16 July 2020}}</ref>
