Franzen, StefanGagnon, Keith T.2019-09-252019-09-252011-02-2020101874-7612http://hdl.handle.net/20.500.12424/176363An examination of the scientific literature shows a tendency to promote results rather than simply report them. The difference is often subtle and yet important for the perceived scientific value. This is particularly true for publication in journals with a high impact factor, where it is important to succinctly define novelty and immediate significance. The marketing of scientific results is often justified as a necessity to obtain funding in a competitive climate. The ethical issue surrounding the use of scientific language arises when the promotion of discovery blurs or masks accurate reporting. In this study, we examine the use of scientific language that capitalizes on popularized ideas, discoveries or technologies to enhance the perceived impact of published observations. A case study provides an example of how careful use of scientific language might help maximize publication impact, yet result in misleading or inaccurate reporting of data that adversely affects the publication as well as the research community.engCreative Commons Copyright (CC 2.5)scientific ethicsbusiness ethicssocial market economyEconomic ethicsBusiness ethicsEthics of economic systemsArticle