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No one, that is, before two different research teams—Clarke Burnham with Kenneth Davis, and Joseph Alba with Robert Weisberg—ran another experiment using the same puzzle but a different research procedure.
Indeed, the concept enjoyed such strong popularity and intuitive appeal that no one bothered to check the facts.Because the solution is, in hindsight, deceptively simple, clients tended to admit they should have thought of it themselves.Because they hadn’t, they were obviously not as creative or smart as they had previously thought, and needed to call in creative experts. The nine-dot puzzle and the phrase “thinking outside the box” became metaphors for creativity and spread like wildfire in marketing, management, psychology, the creative arts, engineering, and personal improvement circles.In other words, the “trick” was revealed in advance.Would you like to guess the percentage of the participants in the second group who solved the puzzle correctly?
It's an interesting experiment, but the author's conclusion cannot possibly follow from the results of it.