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1The following appeared in a memorandum written by the vice president of Nature's Way, a chain of stores selling health food and other health-related products.
"Previous experience has shown that our stores are most profitable in areas where residents are highly concerned with leading healthy lives. We should therefore build our next new store in Plainsville, which has many such residents. Plainsville merchants report that sales of running shoes and exercise clothing are at all-time highs. The local health club, which nearly closed five years ago due to lack of business, has more members than ever, and the weight training and aerobics classes are always full. We can even anticipate a new generation of customers: Plainsville's schoolchildren are required to participate in a 'fitness for life' program, which emphasizes the benefits of regular exercise at an early age."
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Before Nature’s Way (NW) has built their next new store in Plainsville, as the vice president recommends, the evidence that he/she cites should be examined from several other angles. The vice president assumes that Plainsville residents are highly concerned with leading healthy lives due to several seemingly reasonable facts. However it is not cogent because the stated correlation does not necessarily imply causation.
In the first place, high sales of running shoes and exercise clothing in Plainsville does not necessarily indicate that residents in this area are highly concerned with leading healthy lives, which the vice president considers to be the strongest evidence of the profitability of their products. In fact, it is entirely possible that these apparels are fashionable at the moment or are inexpensive compared to other kinds of apparels. Without ruling out these possibilities, the vice president can not convince us that the residents in Plainsville are living healthy lifestyles and will buy the products of NW.
Secondly, the vice president fails to establish a causal relationship between the fact that the local health club are now having more members than ever and the fact that residents in Plainsville are living healthy lifestyles. As we know, the club was forced to close five years ago due to being lack of business, from which we can easily conclude that the amount of membership of this club was extremely small at that time. Even if the club is now more popular than ever before, it is still possible that the number of members is also very limited. Besides, the fact that weight training and aerobics classes are always full can still not fully support the vice president’s conclusion because we are not informed with how big the classes are arranged. If the classes admit only several members, we can hardly say that the club is coming back successfully although the classes are always full.
Last but not the least, the fact that a fitness program is mandatory for Plainesville's schoolchildren accomplishes nothing toward bolstering the recommendation. The truth is, children are not sophisticated enough to care about their health condition. Instead, what they really concern with is what they are actually fond of. How can you keep a 10-year-old kid from KFC if you simply state that food in KFC does no good physically. What is more, an imposed program can probably cause schoolchildren to develop a kind of repellence to it, let alone that they will buy the heaithy products that NW sells.
To sum up, the conclusion of this argument lacks credibility in that the evidence provided does not lend strong support to what the vice president maintains. To better evaluate the argument, we would need more information, perhaps based on a local survey, about how Plainsville residents react to the NW’s products. Also to make the argument logically acceptable, the vice president would have to demonstrate that Plainsville residents would prefer products of NW rather than those of other companies and this preference would last for a substantially long time. |
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