Related Experiment Video
Updated: Jan 25, 2026
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Creating Objects and Object Categories for Studying Perception and Perceptual Learning
Published on: November 2, 2012
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Objecting to experiments that compare two unobjectionable policies or treatments
Michelle N Meyer1, Patrick R Heck2,3, Geoffrey S Holtzman2,3
1Center for Translational Bioethics and Health Care Policy, Geisinger Health System, Danville, PA 17821; michellenmeyer@gmail.com.
Summary
People often object to randomized experiments (A/B tests) for policy evaluation, even when untested policies are implemented. This A/B effect persists across diverse fields and populations, suggesting a reluctance towards controlled evaluations.
Area of Science:
- Social Psychology
- Behavioral Economics
- Public Policy Evaluation
Background:
- Randomized experiments, or A/B tests, offer significant potential for improving human welfare across various sectors.
- Despite their benefits, A/B tests face ethical criticism, contrasting with the uncritical implementation of untested interventions.
Purpose of the Study:
- To investigate the ethical perceptions of A/B tests compared to universally implemented policies.
- To identify the prevalence and characteristics of the 'A/B effect'—the tendency to deem A/B tests inappropriate.
Main Methods:
- Conducted 16 studies involving 5,873 participants across nine domains.
- Examined perceptions of A/B tests versus untested interventions in diverse populations, including professionals.
Main Results:
- A significant majority perceived A/B tests as inappropriate, even when untested policies were deemed acceptable.
- The 'A/B effect' remained strong across educational levels, science literacy, and professional groups.
- Explanations such as consent requirements, aversion to controlled experiments, and the illusion of knowledge partially explained the effect.
Conclusions:
- Rigorous policy evaluation through pragmatic randomized trials may face more objections than implementing untested policies.
- Understanding the 'A/B effect' is crucial for the ethical and effective deployment of evidence-based interventions.
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