Hockenbury Discovering Psychology 5th txtbk

22 CHAPTER 1 Introduction and Research MethodsSCIENCE VERSUS PSEUDOSCIENCEWhat Is a Pseudoscience?The word pseudo means “fake” or “false.” Thus, a pseudoscienceis a fake science. More specifically, a pseudoscience is atheory, method, or practice that promotes claims in ways thatappear to be scientific and plausible even though supportingempirical evidence is lacking or nonexistent (Lilienfeld & others,2001; Shermer, 2002).Pseudoscientific practices and claims come in all sizes, shapes,and forms (Bausell, 2007; Carroll, 2003). Their unproven claimsare often promoted in ways that make them superficially appearto be scientifically based. Not surprisingly, surveys have foundthat pseudoscientific beliefs are common among the generalpublic (National Science Board, 2008).Remember our Prologue story about Brenda, our student whowanted to know whether a magnetic vest or mattress could helpher son? We’ll use what we learned about magnet therapy tohelp illustrate some of the common strategies used to promotepseudosciences.Magnet Therapy: What’s theAttraction?The practice of applying magnets to thebody to supposedly treat various conditionsand ailments is called magnet therapy.Magnet therapy has been around for centuries.It became popular in the UnitedStates in the late 1800s with the sale ofmagnetic brushes, combs, insoles, andclothing.Today, Americans spend an estimated$500 million each year on magnetic rings,bracelets, belts, wraps, vests, pillows, andmattresses. Worldwide, the sale of magneticdevices is estimated to be $5 billionper year (Winemiller & others, 2005).The Internet has been a bonanza forthose who market products like magnettherapy. Web sites hail the “scientificallyproven healing benefits” of magnettherapy for everything from Alzheimer’sdisease to schizophrenia (e.g., L. Johnston, 2008; D. Parsons,2007). Treating pain is the most commonly marketed use ofmagnet therapy. However, reviews of scientific research onmagnet therapy consistently conclude that there is no evidencethat magnets can relieve pain (see Finegold & Flamm,2006; National Standard, 2009). Reviews by the National Centerfor Complementary and Alternative Medicine (2004, 2009)noted the following:• Scientific research so far does not firmly support aconclusion that magnets of any type can relieve pain.• The U.S. Food and Drug Administration (FDA) has notapproved the marketing of magnets with claims of benefitsto health (such as “relieves arthritis pain”).But proponents of magnet therapy, like those of almost allpseudoscientific claims, use very effective strategies to create theillusion of scientifically validated productsor procedures. Each of the ploys belowshould serve as a warning sign that youneed to engage your critical and scientificthinking skills.Strategy 1: Testimonials rather thanscientific evidencePseudosciences often use testimonials orpersonal anecdotes as evidence to supporttheir claims. The testimonials mayseem genuine, like the comment byBrenda’s son’s therapist, who claimedthat magnetic vests and mattresses had“worked miracles” for some of herpatients. Although they may be sincereand often sound compelling, testimonialsare not acceptable scientific evidence.Testimonials lack the basic controls usedin scientific research. Many differentfactors, such as the simple passage oftime, could account for a particular individual’sresponse.pseudoscienceFake or false science that makes claimsbased on little or no scientific evidence.case studyAn intensive study of a single individual orsmall group of individuals.Case StudiesDetails, Details, DetailsA case study is an intensive, in-depth investigation of an individual, a family, orsome other social unit. Case studies involve compiling a great deal of informationfrom numerous sources to construct a detailed picture of the person. The individualmay be extensively interviewed, and his or her friends, family, and co-workersmay be interviewed as well. Psychological and biographical records, neurologicaland medical records, and even school or work records may be examined. Othersources of information can include psychological testing and observations of theperson’s behavior. Clinical psychologists and other mental health specialists routinelyuse case studies to develop a complete profile of a psychotherapy client.