There’s a famous example of how biases can lead to near-automatic behavior in “Influence,” Robert Cialdini’s now popular book about persuasion. A mother turkey, when faced with a stuffed polecat making a “cheep cheep” noise, will lookout for the welfare of the polecat. Take away the “cheep cheep” noise and the turkey will attack the polecat.
Name it, Amy Africa has done it. She’s wired people up to lie detection equipment, and she has mugs in the lab where if a person takes a sip, she’s able to compute hormones. She employs all these radical usability techniques to see what the brain is doing when people are online.