Why Behavioral Scientists Study Cockroaches, Scary Bridges, and Beer

In 1969, Robert Zajonc recruited 72 cockroaches and had the insects run a maze. Surprisingly, they had to do it in front of an audience. Even more surprisingly, the audience was other cockroaches. They were placed in clear plastic boxes next to the course. (The paper doesn’t say whether they urged the maze-runner to go […]

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