Occasionally, it may be necessary to deceive consumers during a study. For example, an experimental study induced consumer variety seeking by having subjects read a “scientific study” claiming that changing hair products frequently improves hair health and cleanliness. At the end of any study involving deception, subjects must be “debriefed” and the deception must be explained. Importantly, in no case can respondents be psychologically or physically harmed. An egregious example of doing harm was a study of complaint handling in with a research sent letter to restaurant owners stating that he and his wife has been food poisoned at their establishment on their anniversary. Restaurant owners receiving the letters were deceived in a manner that caused them undue concern and anxiety.