This is in large part a problem of genre. The "popular" oriented books like that one are heavily discouraged by publishers from including the detailed academic apparatus of footnotes and bibliographies. The sorts of publications that include the experimental data regarding semantic priming and metaphoric reasoning tend to be published in academic journals. The latter feed into the former, but you're never going to get the detailed descriptions of experimental protocols and the statistical analysis of the data in something that's aimed at the NYT bestseller list.