>  Why do so many people think like this? What is the psychological 
> phenomenon
> behind this kind of thinking?

In most cases I suspect it is because the person just can't been bothered to 
research it, they have more important things in their life to worry about 
than whether some cool-sounding fad medicine is scientifically proven to 
work or not.  Hey they might not even realise there is such a thing as a 
scientific test.

I suspect if you confronted most people who bought this stuff and explained 
the science and the study results, they would believe you.

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