During the investigation into the scientific conduct of Dirk Smeesters , I expressed my incredulity about some of his results to a priming expert. His response was: You don’t understand these experiments. You just have to run them a number of times before they work. I am convinced he was completely sincere. What underlies this comment is what I’ll call the shy-animal mental model of experimentation. The effect is there; you just need to create the right circumstances to coax it out of its hiding place. But there is a more appropriate model: the 20-sided-die model (I admit, that’s pretty spherical for a die but bear with me). A social-behavioral priming experiment is like rolling a 20-sided die, an icosahedron. If you roll the die a number of times, 20 will turn up at some point. Bingo! You have a significant effect. In fact, given what we now know about questionable and not so questionable research practices, it is fair to assume that the researchers are actually roll