Time Magazine Psychologist Dirk Smeesters does fascinating work, the kind that lends itself to practical, and particularly business, applications. Earlier this year, the Dutch researcher published a study that showed that varying the perspective of advertisements from the third person to the first person, such as making it seem as if we were looking out through the TV through our own eyes, makes people weigh certain information more heavily in their consumer choices. The
results appeared in the
Journal of Personality and Social Psychology, a top American Psychological Association (APA) journal. Last year, Smeesters published a different study in the
Journal of Experimental Psychology suggesting that even manipulating colors such as blue and red can make us bend one way or another.
Except that apparently none of it is true. Last month, after being exposed by Uri Simonsohn at the University of Pennsylvania, Dr. Smeesters acknowledged manipulating his data, an admission that been the subject of fervent discussions in the scientific community. Dr. Smeesters has resigned from his position and his university has asked that the respective papers be retracted from the journals. The whole affair might be written off as one unfortunate case, except that, as Smeesters himself pointed out in his defense in Discover Magazine, the academic atmosphere in the social sciences, and particularly in psychology, effectively encourages such data manipulation to produce “statistically significant” outcomes.[...]\\
Many psychologists are aware of these issues and very concerned about them—in fact, most of the concern about this problem has been raised from within the scholarly community itself. This is how science works, by identifying problems and trying to correct them. Our field needs to change the culture wherein null results are undervalued and scholars should submit their data along with their manuscripts for statistical peer review when trying to get published. And we need to continue to look for ways of moving past “statistical significance” into more sophisticated discussions of how our results may or may not have real world impact. These are problems that can be fixed with greater rigor and open discussion. Without any attempt to do so, however, our field risks becoming little more than opinions with numbers.