Preference for a particular intervention may, possibly via complicated pathways, itself confer an outcome advantage which will be subsumed in unblind randomised trials as part of the measured eVectiveness of the intervention. Where more attractive interventions are compared with less attractive ones, any diVerence could therefore be a consequence of attractiveness and not its intrinsic worth. For health promotion interventions this is clearly important, but we cannot tell how important it is for therapeutic interventions without special studies to measure or refute such eVects. These are diYcult to do and are complex. Until the therapeutic eVects of preference itself are more clearly understood, understanding the true therapeutic eVects will be compromised, at least in principle.(Quality in Health Care 2001;10(Suppl I):i61-i66)