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Professor Ariely says that “While we may realize that such conflicts exist and that they influence others, we fail dramatically in perceiving both the extent of their effects and our own susceptibility to them”[iii]. He describes a lecture that he gave to about two thousand members of the American Medical Association during which he asked the physicians whether they felt that their medical judgments were affected by conflicts of interests with their hospital, drug manufacturers, insurance companies, medical device manufacturers or pharmaceutical sales representatives. Not a single physician raised their hand. But nearly ever hand was raised when he asked whether the audience believed that the majority of other physicians in the room were influenced!