To the extent that patients are swept up by the messianic aspects of alternative medicine, psychological uplift may ensue. Psychological needs can distort what people perceive and do. Even when no objective improvement occurs, people with a strong psychological investment in alternative medicine can convince themselves they have been helped. According to cognitive dissonance theory, when experiences contradict existing attitudes, feelings, or knowledge, mental distress is produced. Rather than admit to themselves or to others that their efforts have been a waste, many people find some redeeming value in the treatment.
Core beliefs tend to be vigorously defended by warping perception and memory.
Fringe practitioners and their clients are prone to misinterpret cues and remember things as they wish they had happened. They may be selective in what they recall, overestimating their apparent successes while ignoring, downplaying, or explaining away their failures. The scientific method evolved in large part to reduce the impact of this human penchant for jumping to congenial conclusions. In addition, people normally feel obligated to reciprocate when someone does them a good turn. Since most alternative therapists sincerely believe they are helping, it is only natural that patients would want to please them in return.