In the field of education, if you tell the students you are using a new method of teaching then they respond by better performance, and so, incidentally, does the professor. A new method may, or may not, be better, indeed it may be worse, but the Hawthorne
effect, which is not small in the educational area, is likely to indicate here is a new, important, improved teaching method. It hardly matters what the new method is, its trial will produce improvements
if the students perceive it as being done for their benefit. Thus the Hawthorne effect vitiates most educational experimentation. You will recall my earlier discussion,
Chapter 20, of the necessity of "double blind" experiments in medicine—it is the same in all situations where the respondee senses special treatment and special care are being given. Those who later measure the effects must also be kept in ignorance of who did or did not get the special treatment! It is a fact of life in all such experimentation, but it is usually ignored. Hence you should never believe the results of carelessly done experiments when they involve humans. The prestige of the experimenter, the elaborateness of the equipment, the cleverness of the data reduction, and especially your desire to believe, should not be allowed to sway you. Again, this does not mean there is nothing there, only you need to be very, very careful before acting on such experiments.