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"A/B testing" is a shorthand for a simple randomized controlled experiment, in which a number of samples (e.g. A and B) of a single vector-variable are compared. [1] A/B tests are widely considered the simplest form of controlled experiment, especially when they only involve two variants.
A 2012 study at the University of Rochester (with a smaller N= 28) altered the experiment by dividing children into two groups: one group was given a broken promise before the marshmallow test was conducted (the unreliable tester group), and the second group had a fulfilled promise before their marshmallow test (the reliable tester group). The ...