What Is the Dr. Fox Effect and Why Do We Believe Fake Experts?

What should you do when someone asks you a question you know nothing about, and saying “I don’t know” isn’t an option? Every student who’s ever drawn the one exam ticket they didn’t study for knows the answer: just start talking confidently. Speak, gesture, throw in some jargon, and hope you can steer the conversation toward a more familiar topic. If your audience believes you, they’ve just experienced the Dr. Fox Effect. Here’s what it is and how not to fall for it.

Who Was Dr. Fox?

In the 1970s, a group of researchers set out to discover what influences students’ perceptions of their teachers. Donald Naftulin, John Ware, and Frank Donnelly conducted an experiment at the University of Southern California’s Medical School. They split students—psychologists and psychiatrists—into two groups in neighboring lecture halls, each with a guest lecturer. Both groups listened to a short lecture on the mathematical theory of games and then filled out a brief evaluation.

But here’s the twist: one lecturer was a real professor and expert in game theory, while the other was an actor who had only read a short article on the topic. The actor, using the pseudonym “Dr. Myron Fox,” delivered his lecture with expressive gestures and charisma, dressed in a suit and glasses to look the part of a real professor.

After the lectures, the researchers compared the students’ evaluations. To their surprise, the students rated the impostor much higher than the real professor. They were drawn to Dr. Fox’s communication style and the abundance of nonverbal cues, which often masked the lack of real content. The researchers concluded that this style of communication could make students more sympathetic and willing to learn from a particular teacher.

A similar experiment was later conducted at the U.S. Air Force Academy, but with a twist: instead of comparing a professional lecturer and an impostor, they compared more and less experienced teachers. Students were assigned to groups with different teachers, all following the same curriculum. The study tracked students’ performance on final exams immediately after the course and in subsequent semesters. The results showed that students of less experienced teachers performed better in the short term, but those taught by more experienced instructors achieved higher grades in later semesters.

In 2012, researchers Eyal Peer and Elisha Babad repeated the original Dr. Fox experiment, addressing earlier criticisms by adding a control group and expanding the questionnaire. The surveys included both positive (e.g., “The lecturer seemed professional”) and negative questions, and students were also asked if they learned anything new. Surprisingly, even when students admitted they hadn’t learned anything, they still rated the charismatic lecturer higher.

How to Achieve the Dr. Fox Effect

If you have to speak in front of an unfamiliar audience and want to make a good impression, the Dr. Fox Effect can help you maintain your confidence and connect with listeners. You don’t have to talk nonsense, but certain techniques can help engage your audience and keep them interested in what you’re saying.

Appearance

The Dr. Fox Effect works well with the halo effect. If you want to look like a professional, you need to dress the part. Don’t neglect the dress code or personal grooming.

Communication with the Audience

You can’t become charismatic in five minutes, but it’s worth trying. For your 15–20 minute presentation, turn up your inner extrovert—research shows people love that. Interact with your audience, ask questions, make jokes, give examples, and tell stories. This sets a dynamic pace, like a chase scene, and gets your listeners more involved.

Nonverbal Communication

Even if you’re tired or skipped your morning coffee, try to add at least a few gestures. Illustrate your words with hand movements and facial expressions. Interestingly, the 2012 study found that if the speaker made notes during the presentation (even if illegible), it increased audience interest and helped anchor their attention.

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How Not to Fall Victim to the Dr. Fox Effect

This psychological phenomenon is used not only by office workers trying to defend a project, but also by scammers selling empty promises disguised as “Super-Duper Courses: All Professions in 15 Seconds.” Pseudo-scientists, coaches, and “experts” with Hogwarts diplomas use the Dr. Fox Effect to lure in their audience, often wasting their time and money at best.

That’s why it’s important to practice information hygiene and use search engines to verify information about an expert, even if they seem completely trustworthy. Here are a few tips:

• If you find a speaker’s profile on a “super course” landing page listing degrees and awards, take the time to check if those awards and educational institutions actually exist. Also, see if the speaker’s name appears in alumni registries.
• Use reverse image search. If you have a photo of the “super course” speaker, upload it to a search engine. Who knows, maybe the scammers just used a stock photo.
• Be critical of the information you receive. If you’re already at a lecture, turn on your critical thinking and pay close attention to the speaker’s words.