This speaks for itself.
Exhibit A: The average score on the last Biology midterm was 51%
Exhibit B: Students set up a shrine to the Doyle Owl outside the mailboxes (where we would learn our Bio exam fates) to alternately beg for mercy and to thank the Owl for those few extra points our BS earned us on the essays.
Exhibit C: At a 'Reading Effectively' workshop I attended tonight, when asked "What are some ways you can keep your attention on the reading," someone threw out, "Self-flagellation!" The professor took him seriously and asked for examples of the various methods of self-flagellation one would employ to promote maximum concentration.