This is excerpted from a critical, peer-reviewed study of online dating but the challenges are the same. Like neuromarketing, online dating pretends to be evidence and science based but is not. So if you look at the online dating companies they make similar unsupported statements and refuse to test their claims – just like neuromarketers.
Secrecy of this sort is standard in the for-profit sector. The formula for Coca-Cola is famously clandestine, and Apple reveals the inner workings of its operating systems only to software developers who sign nondisclosure agreements. Nevertheless, firms like Coca-Cola and Apple rarely make explicit reference to a scientific basis for their marketing claims, perhaps in part because the Federal Trade Commission (FTC) Act: Continue reading