In psychology, this phenomenon is known as . A 2010 Boston Globe describes this phenomenon and explains how when people are affected by this bias, they twist new facts that run counter to their position in order to fit with their pre-determined conclusions, rather than change their positions in line with the new information.

Stan Glantz has electronic cigarette companies of orchestrating a campaign of support for these products by several "right-wing think tanks," as he calls them. These think tanks include the Heartland Institute, the Competitive Enterprise Institute, the CATO Institute, and the National Center for Public Policy Research.

It is easy to see why this methodology is inappropriate to assess smoking cessation rates among smokers who use e-cigarettes in an attempt to quit smoking.

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