Beware the Self-Report

File this under "I" for "I couldn't have said it better myself."

In the letters to the editor of the June 12, 2006, Advertising Age, under the headline, "Self-reporting not a reliable indicator," Ronald LaMorte, of Darien, Conn., offers the following truth.

LaMorte writes, "Maybe someone will do a survey asking people is they are ugly or overweight, and we can report the end of homeliness and obesity."

Well said, sir.

Thanks to master's student Tim Laubacher for drawing this to my attention.