This presentation, an in-joke among engineers, is technobabble but manages to seem oddly persuasive. In 1970, John Ware and Reed Williams of the University of Southern California School of Medicine ran an experiment that helps to show why.
The researchers arranged lectures on mathematical game theory for two audiences of psychiatrists and psychologists. In one classroom the lecturer was an actual scientist, and in the other he was an actor playing “Dr. Myron L. Fox” who’d been given one day to prepare a lecture “with an excessive use of double-talk, neologisms, non sequiturs, and contradicting statements.”
When both Fox and the scientist delivered their material in an inexpressive monotone, the scientist’s students performed better on an examination. But when both spoke engagingly, the students rated the charlatan as highly as the expert.
Michael Sauers is the Director of Logan Library in Logan, UT. Prior to this he was one of the founding staff and Technology Manager for Do Space in Omaha, NE. After earning his MLS in 1995 from the University at Albany's School of Information Science and Policy Michael spent his first 20 years as a librarian training other librarians in technology along with time as a public library trustee, a bookstore manager for a library friends group, a reference librarian, a technology consultant, and a bookseller. He has written dozens of articles for various journals and magazines and has published 14 books ranging from library technology, blogging, Web design, and an index to a popular horror magazine. In his spare time, he blogs at TravelinLibrarian.info, runs The Collector's Guide to Dean Koontz website at CollectingKoontz.com, takes many, many photos, and typically reads more than 100 books a year.
Unless otherwise stated, all opinions are my own and are not to be considered those of the City of Logan, UT.
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