It works like this:
Take any hypothesis. And have a lot of verbiage around it with dubious experiments to "statistically" validate it. and write a giant report which would eventually turn into a book.
Steve Pinker and his likes excel in this kind of stuff. Psychology/Sociology and sometimes economics are filled with these sorts of studies.
It is more persuation than science.
And one could could argue that science itself is a certain kind of persuation.