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We deceive ourselves and we want to be deceived, and we convince ourselves that we have applied rigour and have not been even slightly self-indulgent.
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But the study's attempt to isolate the effect of personal experience on financial decisions (a subject examined in more detail in our sister column, "Free exchange", this week) is potentially relevant to those learning not only how markets work but how to apply rigour to financial decisions of other kinds.
That partnership, sealed earlier this year by the presciently titled album Last Dance, applied empathy, rigour and realism to the emotions of romantic songs.
The pioneering setters, too, included Ximenes, Custos and Afrit, all classics teachers who applied the rigours of parsing to the construction of wordplay.
Not always the most accommodating, but he was at his best applying scientific rigour to a problem".
In the tradition of Freyssinet, Maillart and McCullough, he applies engineering rigour to create spans of sculptural beauty.
The committee said the problems with the computer-led, points-based assessment "lay firmly with the DWP", but added that the department was failing to apply "sufficient rigour or challenge to Atos".
He, and others like him, want to make that term meaningful, by applying the rigour of biology.To do so, they will need to weave together several disparate strands of the subject genetics, endocrinology, molecular biology and even psychology.
It always seems a bit of a mystery to me why so many who honourably put their faith in science as man's greatest tool for responding to humanity's needs don't seem to apply the rigour and thoroughness central to their disciplines when commenting on the faith of others.
And he did it not simply as the result of native genius, but through a very Victorian mixture of diligence and innovation, developing a repertoire of shots - some, like a digging stroke through the offside, personal inventions - from which, assessing conditions and opponents, he would select appropriately, and apply with rigour.
Speaking to The Sunday Telegraph, Mr Price urged the food industry to apply "renewed rigour" to their testing regimes.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com