We analyzed skin conductance response (SCR) as a psychophysiological index to evaluate affective aspects of consumer preferences for cosmetic products. To examine the test-retest reliability of association between preferences and SCR, we asked 33 female volunteers to complete two experimental sessions approximately 1 year apart. The participants indicated their preferences in a typical paired c...

The commentary by Savitz and Olshan (1) and the response by Thompson (2) form a fascinating contrast. Savitz and Olshan speak in the language of epidemiology, complaining about the seeming arbitrary and antiscientific dictates of conventional (frequentist) statistical methodology, particularly as it applies to the study of many associations. Thompson, speaking mainly in the language of statisti...

In biomedical research, a common question posed by investigators is whether or not an outcome of interest differs significantly between multiple independent groups of subjects in the study sample. For example, in a randomized clinical trial focusing on differences in a parameter of cardiovascular health such as systolic blood pressure or heart rate that is measured on a continuum, one might mak...