E. Herrero, Daielly Melina Nassif Mantovani, E. Lopes
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引用次数: 1
Abstract
Abstract This study aims to identify mental triggers that explain the placebo effect process in marketing studies. To accomplish this, we conducted two experimental studies in which 62 university students (Study 1) and 121 volunteers from a teaching hospital (Study 2) participated. These studies evaluated different cosmetic products, in which we manipulated the perceived luxury of the packaging. Joint analysis of the results indicates that: a) the placebo effect affects both cognitive assessments and consumer behavioral responses; b) unlike other scientific fields, we did not verify the double mediation of expectation and motivation in the relationship between stimuli and response variables, and; c) consumer expectation was significant only in explaining the response variable when moderated at high levels by the persuasion of authority. We conclude our paper with our finding’s theoretical and managerial implications.
期刊介绍：
The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.
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