When Facebook started, it created a radical new way for people to share emotionally laden information, with unknown effects on their moods. And when OkCupid started, it advised users to go on dates based on an algorithm without knowing whether it worked.
Why does one “experiment” (i.e., introducing a new product) fail to raise ethical concerns, whereas a true scientific experiment (i.e., introducing a variation of the product to determine the comparative safety or efficacy of the original) sets off ethical alarms?
In a forthcoming article in the Colorado Technology Law Journal, one of us (Professor Meyer) calls this the “A/B illusion” — the human tendency to focus on the risk, uncertainty and power asymmetries of running a test that compares A to B, while ignoring those factors when A is simply imposed by itself.
Consider a hypothetical example. A chief executive is concerned that her employees are taking insufficient advantage of the company’s policy of matching contributions to retirement savings accounts. She suspects that telling her workers how many others their age are making the maximum contribution would nudge them to save more, so she includes this information in personalized letters to them.
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