Product Claims: Too Good to be True?
by Diane Halpern, California State University
© 1997, 1998, 1999 Peregrine Publishers, Inc., All Rights Reserved

Introduction
Every day, we are faced with myriad decisions about how to behave, what to purchase, and who or what to support. You've surely faced at least some of the following situations: How to respond to television ads, direct mail marketing campaigns, or political slogans; which CD, car stero, or winter coat to purchase; which courses to enroll in or what major to choose.

To make the best decisions, we all need to employ critical thinking skills. Critical thinking is purposeful, reasoned, and goal-directed. When we think critically, we are engaging in (at least) two processes:

  1. Evaluation of the outcomes of our thought processes—how good a decision is or how well the problem has been solved.

    -and-

  2. Evaluation of the thought process itself—the reasoning that went into the conclusion and the kinds of factors considered.

You need to do both to make the best decisions!

Are you using your critical thinking skills in important, everyday decisions? Test yourself with this activity, which will get you thinking critically about marketing information on a new product.

Contents

Miracle Memory Drug?
Vendor Credibility
Clinical Trials

Thinking Critically
Testimonials

Experimental Control
Conclusion
Student Activities