One of the wildest studies you’ll read about this week.
They took 14 frequent sunbed users and exposed them to either a regular tanning bed or one with no UV rays on Monday, the other one on Wednesday, then let them choose on Friday. For 6 weeks.
They didn’t know which bed had UV. 12 of the 14 opted in for a tanning session on Friday. 95% of them spontaneously chose the bed with UV.
NINETY. FIVE. PERCENT.
And they had no idea what the study was about. There was no clever trick. It was positive reinforcement from the rewarding effects of a crack-like level of UV exposure.
The follow-up experiments were equally enlightening.
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