Social psychologist Daniel Wegner and his colleagues first studied thought suppression in a laboratory setting in 1987 by instructing participants to avoid all thoughts of a white bear.
Daniel Wegner’s influential book The Illusion of Conscious Will (Illusion of control; 2002; see also Wegner 2003 and 2004) posits the phenomenal will as the illusory product of post hoc inference.
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One experiment designed with that purpose was performed by Wegner, Schneider, Carter & White (1987).