Comment on the professionalism of the procedures used to make the advertising claim. Why do you believe the researchers performed the data transformations described?

A few years ago Vidal Sassoon, Inc., took legal action against Bristol-Myers over a series of TV commercials and print ads for a shampoo that had been named Body on Tap because of its beer content. The prototype commercial featured a well-known high fashion model saying, “In shampoo tests with over 900 women like me, Body on Tap got higher ratings than Prell for body. Higher than Flex for conditioning. Higher than Sassoon for strong, healthy-looking hair.”