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In 2005, Professor Jeannette Haviland-Jones sent out three different types of packages — a candle, a fruit basket, or a floral bouquet — to 147 different women. It was a thank you gift, she said, a ruse that seemed plausible enough. The recipients had all participated in one of her recent psychological studies. But they weren’t actually gifts; they were variables. And the delivery men carrying them weren’t couriers, they were observers, measuring each recipient’s facial expressions.
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