““Consider the common belief among some segments of the population that “the only way to get anywhere with the opposite sex is to come on strong.” Someone who holds such a belief will consistently come on strong and, at some point, will succeed in meeting his or her objective. The occasional success, however rare, will then be attributed to the choice of tactics, and its effectiveness will seem to be an unassailable fact of the person’s own experience. Because no single failure serves to disconfirm the strategy’s effectiveness (after all, nothing works all the time), the only way it can be shown to be ineffective is by discovering that the rate of success is lower with this strategy than with others. Given that alternative techniques are rarely if ever employed, the person is in no danger of having his or her favorite theories disabused.””
