The naturalistic fallacy: moral inferences drawn from research with children versus adults.

The naturalistic fallacy occurs when a person reads a report of scientific research and concludes that the moral implication of the research was included in the article when, in fact, it was not. For example, the fallacy is committed when a study contains the conclusion that TV advertising increases preference for sugar-based foods, but the reader later believes that the study concluded that TV advertising should be controlled. Previous research indicates that the commission of the fallacy was strong when memory for social research was tested. The present study showed that the commission of the fallacy was stronger when the research which was read involved children as subjects compared to adult subjects. Increased empathy for the subjects of a research article strengthens commission of the fallacy.