“…Johansson, Hall, Sikström, and Olsson (2005), for example, used sleight of hand to substitute photographs that participants chose as more attractive with those that they deemed less attractive; this paradigm demonstrated the robustness of the choice blindness effect, with participants often failing to notice the substitution. Conjuring, moreover, may provide new leads for the use of deception-a common, albeit ethically tenuous, methodology (Bortolotti & Mameli, 2006;Clarke, 1999;Pascual-Leone, Singh, & Scoboria, 2010;Sharpe, 1992). Magic may allow the experimenter to effectively mislead the participant without lying (Lamont, et al, 2010)-an attractive way to apply deception in research.…”