The Mandela Effect is a unique case of shared false memories discovered by paranormal blogger and consultant Fiona Bloomer literally in the context of Nelson Mandela's death. She coined the term in 2010 when she discovered at Dragon Con (a science fiction and gaming conference) that a significant number of people shared her false memory of Mandela's death.

"Try to pose for yourself this task: not to think of a polar bear and you will see that the cursed thing will come to mind every minute."

That observation comes from "Winter Notes on Summer Impressions," Fyodor Dostoevsky's 1863 account of his travels in Western Europe. But the research that proved it true came more than a century later, from the lab of social psychologist Daniel Wegner, PhD.

This article uses a behavioural science perspective to understand the endurance of the popular augmented-reality game, Pokemon Go. Given that the game has recently completed one year since launching in the US, the makers of the game have tremendous potential to take gameplay to the next level.