B. F. Skinner’s notorious theory of behavior modification was denounced by critics 50 years ago as a fascist, manipulative vehicle for government control. But Skinner’s ideas are making an unlikely comeback today, powered by smartphone apps that are transforming us into thinner, richer, all-around-better versions of ourselves. The only thing we have to give up? Free will.
Medicine has long decried acupuncture, homeopathy, and the like as dangerous nonsense that preys on the gullible. Again and again, carefully controlled studies have shown alternative medicine to work no better than a placebo. But now many doctors admit that alternative medicine often seems to do a better job of making patients well, and at a much lower cost, than mainstream care—and they’re trying to learn from it.
Much of what medical researchers conclude in their
studies is misleading, exaggerated, or flat-out wrong. So why are doctors—to a striking extent—still drawing upon misinformation in their everyday practice?