Posts Tagged ‘jonah lehrer’

Cutting a Path Toward Product Development

January 9th, 2011
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A recent issue of The New Yorker included an interesting article by Jonah Lehrer entitled,  The Truth Wears Off—Is there something wrong with the scientific method? The article focuses on the “decline effect,” which has been observed and debated in various studies in disciplines ranging from psychology to pharmacology to biomedical research.  One of the observations is: As more trials were conducted with a given agent, the less efficacious that agent appeared.  In many cases, the agent was no better than its predecessor, even though the initial study results were significant.
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