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    Our Aversion to A/B Testing on Humans Is Dangerous

    Research suggests that people have an irrational aversion to A/B tests, which could limit the extent to which important institutions like hospitals, legislatures, and corporations base their decisions on objective evidence.Photograph by Fernando Cortes / Shutterstock Facebook once teamed up with scientists at Cornell to conduct a now-infamous experiment on emotional contagion. Researchers randomly assigned […]