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The Moxie Effect 

When a woman purposely sabotages her man's look in order to make him less attractive to the opposite sex, much like Moxie drinkers can leave their nasty tasting soda in the fridge for months untouched by anyone who is thirsty, tap water is a better option. Anyone who drinks Moxie assures themselves that nobody will ever touch their soda.
Gisele Bundchen telling Tom Brady his scraggly looking hair looks "great". Clearly she has an arterial motive of making him less attractive to other models thus the Moxie Effect.
The Moxie Effect by angridragon December 28, 2010
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The Movie Theater Effect 

A phenomena where a new business or service initially creates much excitement or popularity, followed by weeks of less business.
Person 1: Yo, do you think that the casino that just got table games is gonna be crowded the second weekend its been open?

Person 2: Na man, its the Movie Theater Effect. They were probably most crowded last weekend- this weekend they should be a lot less crowded.