Super FuelMax Revisited
Interestingly, Super FuelMax's misrepresentations were identified by the FTC sometime in 2001. In particular,
"A certified EPA laboratory reports an amazing 27% in increased mileage and 42% reduction in harmful pollutants. Since the Super FuelMAX is used by trucking fleets and transportation departments around the world, it's exactly what I need to reduce my fuel costs today without worrying about how high they'll raise oil prices in the Middle East tomorrow."
was shown to be false. It took the FTC until November, 2003 to shut down this business opportunities scam. But by then there was a completely different set of defendants, all seemingly unrelated to the original sellers. The new defendants used the internet instead of catalogue ads in order to get the message out.
Why does the ad, from 2001, work?
There are (3) references, which enhance credibility, and are not easily checked. 1) The reference to an EPA certified laboratory, 2) 42% reduction in pollutants, and 3) Super FuelMax being used in trucking fleets. Neither of these vague references are easily shown to be false; in fact, the very effort of trying to show that these representations are false would not be undertaken, except by the extremely skeptical, who aren't at risk for falling for the scheme in the first place.
The mild skeptic would assume that they were false, and not be taken in.
The misrepresentation about the 42% reduction in pollutants is rather interesting. Many people reason like this: "That there must be something to it; maybe not 42% pollutants reduction, but surely at least 20%"
Psychologists identify this as the anchoring bias. Even though there is no basis for the 42% estimate of pollutants reduction, individuals will base their decision making as if 42% is relevant. Ask yourself, after seeing the ad, whether you think 42% is too high or low, and if too high what the fuel saving should be, say X% Then compare the same though experiment with an ad that promises only 18% of a pollutants reductions, say Y%. X is usually greater than, even though 42% and 18%, for most people are generally unknown to the same degree and should both ignored.
