Connecting the Dots between Consumer Protection,

Skepticism, and SciencePresented by

Dr. Bill MetzDr. Julia Gooding

Throughout history there have been individuals who hock worthless goods, ineffective nostrums and unnecessary services. In Medieval Italy, they were

known as the ciarlatano or charlatans. In our country, as it expanded westward, it

was common to see “snake oil salesmen” in traveling medicine shows and carnivals.

The ciarlatano still exist today.

Entire careers in advertising are dedicated to convincing consumers that they need to buy, buy, buy…

Skeptical?

• Those who fall victim to the ciarlatano lack a healthy sense of skepticism – a fundamental process skill of scientists (NSES, 1996)

According to the NSES…

To be a legitimately skeptical scientist, one must:– Ask questions– Query other scientists’ explanations– Examine evidence– Compare evidence– Identify faulty reasoning– Point out statements that go beyond evidence– Suggest alternative explanations for the same

observations

Why do the ciarlatano endure? • The allure of a “deal”

“Free, just pay shipping and processing” “This product is not sold in stores”“But wait! If you order now…”

• Knee Jerk - Impulse buying“Due to an overwhelming consumer response we’ve extended our 72

hour sale.”

“We’ll consolidate your debts into one low monthly payment”

Why do the ciarlatano endure? • An inability to postpone purchases

“This is a limited time offer”

“But wait! If you order now…”“When they’re gone, they’re gone”

• Pseudoscientific claims, half truths and quackery.“Four out of five doctors”“The more you spend the more you save.”“If I can do it, you can do it!”

1976 “Station Wagon” 2009 “Crossover”

•Old wine in new bottles (“Seats up to 7 adults, huge cargo area, four doors and a lift gate, blah, blah, blah…)

Why do the ciarlatano endure?

• Their findings are expressed primarily through scientific journals that are peer-reviewed and maintain rigorous standards for honesty and accuracy.

• Reproducible results are demanded; experiments must be precisely described so that they can be duplicated exactly or improved upon.

• Failures are searched for and studied closely, because incorrect theories can often make correct predictions by accident, but no correct theory will make incorrect predictions.

• As time goes on, more and more is learned about the physical processes under study.

• The literature is aimed at the general public. There is no review, no standards, no pre-publication verification, no demand for accuracy and precision.

• Results cannot be reproduced or verified. Studies, if any, are always so vaguely described that one can't figure out what or how it was done.

• Failures are ignored, excused, hidden, lied about, discounted, explained away, rationalized, forgotten, avoided at all costs.

• No physical phenomena or processes are ever found or studied. No progress is made; nothing concrete is learned.

• Convinces by appeal to the evidence, by arguments based upon logical and/or mathematical reasoning, by making the best case the data permit. When new evidence contradicts old ideas, they are abandoned.

• Does not advocate or market unproven practices or products.

• Convinces by appeal to faith and belief. Pseudoscience has a strong quasi-religious element: it tries to convert, not to convince. You are to believe in spite of the facts, not because of them. The original idea is never abandoned, whatever the evidence.

• Sells questionable products (such as books, courses, and dietary supplements) and/or pseudoscientific services (such as horoscopes, character readings, spirit messages, and predictions). Failures are ignored, excused, hidden, lied about, discounted, explained away, rationalized, forgotten, avoided at all costs.

The surest way to spot a fake is to know as much as possible about

the real thing…SCIENCE.

Knowing science does not just mean knowing science facts.It means understanding the nature of science….

the criteria of evidencethe design of meaningful experimentsthe weighing of other possibilitiesthe establishment of theoriesthe variety of scientific methods, designs, and procedures

Common Advertising Appeals

Almost every advertisement is based upon one, or more of the following approaches:– Humor (Cartoons, funny situations)

– Vanity (Personal appeal, look better, feel better)

– Sorrow (Charities, health insurance)

– Fear (Security devices, health care)

– Need (Can’t live without it)

– Bandwagon (Everyone else is doing it)

Common Advertising Strategies

An awareness of common advertising strategies helps one critically think about the claims made in support of the item or service being sold.

Common Advertising Strategies

Some of the most common strategies include:1. Credibility

2. Perceived advantage

3. Simplicity

4. Reversibility

5. Cost effectiveness

Your assignment• Review and analyze a specific advertisement for false or

unsubstantiated claims. Create a list of such claims and display them on your poster.

• Describe or create at least one fair test which could substantiate/discredit the advertising claims.

Appeals Strategies• Humor Credibility• Vanity Perceived Advantage• Sorrow Simplicity• Fear Reversibility• Need Cost Effectiveness• Bandwagon

Extension Activity

By analyzing the strategies used in a sales pitch, one begins to recognize :– Data can be manipulated

– Facts can be skewed

– Visuals can be controlled

Caveat Emptor(Let the buyer beware!)