The name-calling and arguments typically take the form of attack and ridicule. Given that scientists and pseudoscientists travel in different circles, the scientific viewpoint needs to be presented in the arena where pseudoscience finds its believers, that is, in everyday forms of information dissemination. A letter to the editor may not be published, or if published it may not be read. Asking a newspaper to cover the scientific position of a sensationalized pseudoscientific finding may be helpful if reports of both positions are published at the same time, which assumes you have advance notice of such stories. Countering paid advertising by pseudoscientists with paid advertisements for the validity and superiority of the scientific method is possible, but not probable, since pseudoscientists run advertisements to make money and scientists would be paying for an ad to keep people from wasting money.
Personal testimonials are a powerful form of persuasion.
They wouldn't, unless we as scientists can offer something of more value and utility than the pseudoscientists do. We suggest that if scientists were to adopt the role of consumer watchdogs and consumer educators, more people would be likely to listen. These tapes, which their manufacturers claim will provide quick, effortless solutions for many personal problems, can be found virtually anywhere. They are even advertised in publications devoted to promoting science, such as Discover magazine. Part of psychology's lack of success in countering the claims for these products may be attributed to points made earlier concerning communication problems and the motivation of the proponents.