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2.   The phrase ‘subliminal advertising’ was coined in 1957 by the US market researcher James Vicary, who said he could get moviegoers to ‘drink Coca-Cola’ and ‘eat popcorn’ by flashing those messages onscreen for such a short time that viewers were unaware. Vicary later admitted he had fabricated his results.

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4.   Both von Helmholtz and Freud wrote about the unconscious processes that shape our behaviours: H. von Helmholtz, ‘Concerning the perceptions in general’, in Treatise on Physiological Optics, vol. III, trans J. P. C. Southall (New York, NY: Dover, 1925/1962); S. Freud, The Interpretation of Dreams, trans. A. A. Brill (New York, NY: Macmillan, 1913).

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7.   S. Pinker, The Blank Slate: The Modern Denial of Human Nature (New York, NY: Viking, 2002).

8.   L. Festinger, A Theory of Cognitive Dissonance (Stanford, CA: Stanford University Press, 1957).

9.   V. V. Bapeswara Rao and M. Bhaskara Rao, ‘A three-door game show and some of its variants’, Mathematical Scientist, 17 (1992), 89–94.

10.   E. Langer, ‘The illusion of control’, Journal of Personality and Social Psychology, 32 (1975), 311–28.

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12.   G. Gigerenzer, Reckoning with Risk (Harmondsworth: Penguin, 2003).

13.   G. Gigerenzer, ‘Dread risk, September 11, and fatal traffic accidents’, Psychological Science, 15 (2004), 286–7.

14.   M. E. P. Seligman and S. F. Maier, ‘Failure to escape traumatic shock’, Journal of Experimental Psychology, 74 (1967), 1–9.

15.   M. E. P. Seligman, Helplessness: On Depression, Development, and Death (San Francisco, CA: W. H. Freeman, 1975).

16.   G. W. Brown and T. Harris, Social Origins of Depression (New York, NY: Free Press, 1978).

17.   S. F. Maier and L. R. Watkins, ‘Stressor controllability, anxiety and serotonin’, Cognitive Therapy Research, 22 (1998), 595–613.

18.   T. V. Salomons, T. Johnstone, M.-M. Backonja and R. J. Davidson, ‘Perceived controllability modulates the neural response to pain’, Journal of Neuroscience, 24 (2004), 7199–203.

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20.   B. Schwartz, The Paradox of Choice: Why More is Less (London: Harper Collins, 2005).

21.   D. Ariely, Predictably Irrational (New York, NY: Harper, 2008).

22.   D. Kahneman, ‘The riddle of experience vs money’, TED Talk (February 2010), TED website, www.ted.com/talks/daniel_kahneman_the_riddle_of_ experience_vs_memory.html.

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24.   D. Ariely and G. Loewenstein, ‘The heat of moment: The effect of sexual arousal on sexual decision making’, Journal of Behavioral Decision Making, 19 (2006), 87–98.

25.   W. James, Principles of Psychology (New York, NY: Henry Holt, 1890).

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29.   D. J. Turk, K. van Bussel, G. D. Waiter, C. N. Macrae, ‘Mine and me: Exploring the neural basis of object ownership’, Journal of Cognitive Neuroscience 23 (2011), 3657–3668.

30.   S. J. Cunningham, D. J. Turk and C. N. Macrae, ‘Yours or mine? Ownership and memory’, Consciousness and Cognition, 17 (2008), 312–18.

31.   ‘Settlement reached over Auschwitz suitcase’, Auschwitz-Birkenau Memorial and Museum website (June 2009), http://en.auschwitz.org.pl/m/index.php?option=com_contentandtask=viewandid=630andItemid=8.

32.   M. Carroll, ‘“Junk” collections among mentally retarded patients’, American Journal of Mental Deficiency, 73 (1968), 308–314.

33.   P. Sherwell, ‘Hoarder killed by collapsing clutter’, Daily Telegraph (22 January 2006).

34.   R. W. Belk, ‘Possession and the extended self’, Journal of Consumer Research, 15 (1988), 139–68.

35.   R. Thaler, ‘Toward a positive theory of consumer choice’, Journal of Economic Behavior and Organization, 1 (1980), 39–60.

36.   D. Kahneman, J. L. Knetsch, R. H. Thaler, ‘Anomalies: The endowment effect, loss aversion and status quo bias’, Journal of Economic Perspectives, 5 (1991), 193–206.

37.   E. van Dijk and D. van Knippenberg, ‘Trading wine: On the endowment effect, loss aversion, and the comparability of consumer goods’, Journal of Economic Psychology, 19 (1998), 485–95; J. L. Knetsch, ‘The endowment effect and evidence of non-reversible indifference curves’, American Economic Review, 79 (1989), 1277–84.

38.   J. R. Wolf, H. R. Arkes and W. A. Muhanna, ‘The power of touch: An examination of the effect of duration of physical contact on the valuation of objects’, Judgment and Decision Making, 3 (2008), 476–82.

39.   B. Knutson, G. E. Wimmer, S. Rick, N. G. Hollon, D. Prelec and G. Loewenstein, ‘Neural antecedents of the endowment effect’, Neuron, 58 (2008), 814–22.

40.   A. Kogut and E. Kogut, ‘Possession attachment: Individual differences in the endowment effect’, Journal of Behavioral Decision Making (20 April 2010): doi:10.1002/bdm.698.

41.   M. Wallendorf and E. J. Arnould, ‘“My favorite things”: A cross-cultural inquiry into object attachment, possessiveness, and social linkage’, Journal of Consumer Research, 14 (1988), 531–47.

42.   C. L. Apicella, E. M. Azevedo, N. Christakis and J. H. Fowler, ‘Isolated hunter-gatherers do not exhibit the endowment effect bias’ Invited talk: New York University for Neuroeconomics, New York.

43.   M. H. Kuhn and T. S. McPartland, ‘An empirical investigation of self-attitude’, American Sociological Review, 19 (1954), 68–76.

44.   W. M. Maddux, H. Yang, C. Falk, H. Adam, W. Adair, Y. Endo, Z. Carmon and S. J. Heine, ‘For whom is parting with possessions more painful? Cultural differences in the endowment effect’, Psychological Science, 21 (2010), 1910–17.