Vincent Cosmetics decides to launch a cream with a claim that it makes skin "nine times smoother." The claim is based on a study of 30 respondents who used products of other brands as well
However, a second study on a larger sample reveals only a mild correlation between the use of the cream and smoother skin. In these circumstances, which of the following is the most ethical approach that Vincent Cosmetics can follow?
A) It should market the product as planned with the promotional line of "nine times smoother."
B) It should modify the results of the study to depict a strong correlation.
C) It should report the result as it is, or improve the product to match its claim.
D) It can continue to claim a high correlation and add a tag line saying "results may vary."
E) It should feature a testimonial from a satisfied user in an advertisement to support its claim.
C
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