Scatterplot smoothers estimate a regression function y = f(x) by local aver
aging of the observed data points (x(i), y(i)). In using a smoother, the st
atistician must choose a "window width," a crucial smoothing parameter that
says just how locally the averaging is done. This paper concerns the data-
based choice of a smoothing parameter for splinelike smoothers, focusing on
the comparison of two popular methods, C-p and generalized maximum likelih
ood. The latter is the MLE within a normal-theory empirical Bayes model. We
show that C-p is also maximum likelihood within a closely related nonnorma
l family, both methods being examples of a class of selection criteria, Eac
h member of the class is the MLE within its own one-parameter curved expone
ntial family. Exponential family theory facilitates a finite-sample nonasym
ptotic comparison of the criteria. In particular it explains the eccentric
behavior of C-p, which even in favorable circumstances can easily select sm
all window widths and wiggly estimates of f(x). The theory leads to simple
geometric pictures of both C-p and MLE that are valid whether or not one be
lieves in the probability models.