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Let’s say you are promoting a skin care line. Should you say your ingredients:

A. “Increase the skin cell cycle to reduce the appearance of fine lines “, or 

B. “Increase the skin cell cycle to increase the appearance of fullness”?

The difference is how directionally consistent your causal chains are, and as revealed in new research, this matters. What’s a causal chain? Let me explain.

Causal chains

Casual chains are statements where you...