# 15 | ResearchBox

ResearchBox # 15 - 'Critical Condition'

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Study 1

  01. Study 1 (Cleaned).csv

  02. Study 1 (Stata).do

  News Site Screenshots.zip

  Raw Data.zip

Study 2

  03. Study 2b Qualtrics Code.qsf


  02. Study 2a (Cleaned).csv


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  03. Studies 2a-b (Stata).do

Study 3



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  05. Study 3b (Cleaned).csv

  04. Studies 3a-b (Stata).do

  05. Study 3b (Scanned Responses).pdf

Study 4


  05. Study 4 Qualtrics Code.qsf


  06. Study 4 (Cleaned).csv

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Study 5


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  06. Study 5 Pilot Qualtrics Code.qsf


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  07. Study 5 Pilot (Cleaned).csv

  06. Study 5 (Stata).do

Study 6


  08. Study 6 Qualtrics Code.qsf


  09. Study 6 (Cleaned).csv

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Study S1

  10. Study S1 (Cleaned).csv

Study S2

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Study S3


  11. Study S3 Qualtrics Code.qsf


  12. Study S3 (Cleaned).csv

Study S4


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Study S5


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  09. Supplements 1-7 (Stata).do

  Critical Condition - Supplements 1-7.pdf

_Figures 1-4

  08 Figures 1-4 (Stata).do


  01. Data Cleaning (Stata).do

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Mislavsky R, Dietvorst B, Simonsohn U. (2019) 'Critical Condition: People Don’t Dislike a Corporate Experiment More Than They Dislike Its Worst Condition'. Marketing Science. .
doi: 10.1287/mksc.2019.1166

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October 26, 2020   (files may not be changed, deleted, or added)

Uri Simonsohn (urisohn@gmail.com)
Robert Mislavsky (mislavsky@jhu.edu)
Berkeley Dietvorst (berkeley.dietvorst@chicagobooth.edu)

Why have companies faced a backlash for running experiments? Academics and pundits have argued that people find corporate experimentation intrinsically objectionable. Here we investigate “experiment aversion,” finding evidence that, if anything, experiments are more acceptable than the worst policies they contain. In six studies, participants evaluated the acceptability of either corporate policy changes or of experiments testing them. When all policy changes were deemed acceptable, so was the experiment even when it involved deception, unequal outcomes, and lack of consent. When a policy change was deemed unacceptable, so was the experiment but less so. The acceptability of an experiment hinges on its critical condition—its least acceptable policy. Experiments are not unpopular; unpopular policies are unpopular.