&gt; Mainly because it&#x27;s not as interesting. For every positive result researchers find there are dozens of things they test that just don&#x27;t work.<p>That seems to be the core of the problem. Reality doesn&#x27;t have a bias toward results that are interesting, humans do.<p>&gt; Imagine if the first test of &quot;romantic priming&quot; didn&#x27;t work. Would the researchers really bother trying to publish &quot;Hypothesised romantic priming effect was just a wild hunch after all.&quot;? And would the journal accept it? No way.<p>So maybe they should.