Studies Regarding Placebo and Nocebo Effect in Marketing

The study that I will explain in this section represents a research made to demonstrate that marketing actions (pricing, for example) have the power to decrease the efficacy of the products to which they apply. In this case, placebo effect appears from expectations that the consumers have, a process that seemed to be not conscious. This study presents the impact that has a lower price for the consumers when they buy a product (such as an energy drink, designed to increase mental acuity) and shows that they might gain less benefit from consuming this product (for example they will solve fewer puzzles that usual) compared with the consumers that purchase and consume the same product with its regular price.