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Social and judgmental biases
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"In press (1999). Prepared for a special
issue of Scientific Review of Alternative Medicine
Social and judgmental biases that make inert treatments
seem to work.
Barry L. Beyerstein
Brain-Behaviour Laboratory, Department of Psychology,
Simon Fraser University, Burnaby, British Columbia, V5A 1S6 Canada
What we call public opinion is generally public
sentiment .
Benjamin Disraeli
If only ignorant and gullible people accepted farfetched ideas,
little else would be needed to explain the abundance of folly in modern
society. But, as James Alcock discusses elsewhere in this issue of
SRAM, many people who are neither foolish nor ill-educated still cling
fervently to beliefs that fly in the face of well-established research.
Trust in the further reaches of complementary and alternative medicine
(CAM) is a case in point. Paradoxically, surveys find that users
of unscientific treatments tend to have slightly more, rather than less,
formal education, compared to non-users.1 How are we to account for
the fact that college graduates, and even some physicians, can accept therapeutic
touch, iridology, ear candling, and homeopathy? Experts in the psychology
of human error have long been aware that even highly trained experts are
easily misled when they rely on personal experience and informal decision
rules to infer the causes of complex events.2, 3, 4, 5 This is especially
true if these conclusions concern beliefs to which they have an emotional,
doctrinal, or monetary attachment. Indeed, it was the realization
that shortcomings of perception, reasoning, and memory will often lead
us to comforting rather than true conclusions that led the pioneers of
modern science to substitute controlled, interpersonal observations and
formal logic for "
....
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