# Jim Coan

James Arthur Coan, Jr. (born July 11, 1969) is an American affective neuroscientist, clinical psychologist, writer, podcast host, human rights activist, and psychology professor at the University of Virginia in Charlottesville, where he serves as director of the Virginia Affective Neuroscience Laboratory. == Career == In 1991, as an undergraduate at the University of Washington, Coan designed the Lost in the Mall technique that successfully implanted false memories first in his little brother, then in several subjects in a formal experiment supervised by psychology professor Elizabeth Loftus, and finally in many more subjects in several replication experiments by other researchers.