How to Identify the Perfect Product Claim

摘要

Over the last century, scientists from many fields have held the optimistic, positivist view, that science would explain everything. Find the right science and you'll find the answer to the problem. The role of the active consumer mind was often thrust aside, ignored in the rush to discover, at least for the food industry, those magic ingredients which reduce obesity. One need only look at the effort expended since the 1960s, and even earlier, to find the magic sweet chemical replacing sugar, which would itself be the product [or later, the fat re-placer].