It Makes Me Feel So Good: An Experimental Study of the Placebo Effect Generated by Brands

Alves, Carlos Alberto; Lopes, Evandro Luiz; Hernandez, José Mauro da Costa

doi:10.1080/08961530.2017.1310645

Cited by 5 publications

(5 citation statements)

References 48 publications

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“…(Shiv et al, 2005). As such, an action that objectively should not have an effect (e.g., providing a sugar pill) might still have the intended effect (e.g., making a person better) (Alves et al, 2017;Koshi & Short, 2007;Stewart-Williams & Podd, 2004). Taken to the current research context, a high-price tag might activate certain expectations and thus impact the valuation of the actual consumer experienceeven though the physical properties of the consumed product remain constant (Tymula & Plassmann, 2016).…”

Section: Expectations Liking and Quality Judgmentsmentioning

confidence: 96%

“…Adapted from medical sciences (Stewart‐Williams & Podd, 2004), expectation theory asserts that salient beliefs about a particular treatment might activate expectations that a particular effect will occur, which then affect the actual effectiveness of the treatment (Shiv et al, 2005). As such, an action that objectively should not have an effect (e.g., providing a sugar pill) might still have the intended effect (e.g., making a person better) (Alves et al, 2017; Koshi & Short, 2007; Stewart‐Williams & Podd, 2004). Taken to the current research context, a high‐price tag might activate certain expectations and thus impact the valuation of the actual consumer experience—even though the physical properties of the consumed product remain constant (Tymula & Plassmann, 2016).…”

Section: Introductionmentioning

confidence: 99%

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Pricey therefore good? Price affects expectations, but not quality perceptions and liking

Kurz

Efendic

Goukens

2023

Psychology and Marketing

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Price and quality are positively related in people's minds. Saying a product costs more ought to lead to higher expectations of quality and liking. Importantly, this price‐quality heuristic is argued to affect perceived quality and liking—known as the marketing placebo effect. To investigate the robustness of this effect, we conducted six studies (total N = 2842; with students from an international Dutch university and US participants from Prolific and MTurk)—expanding on previous methodological approaches with larger samples and using products not commonly investigated in previous research. In all our studies, higher prices led to higher quality and liking expectations as suggested by the price‐quality heuristic. However, we did not find a consistent effect on perceived quality and liking once people experienced the product. Our data imply that the marketing placebo effect may be less robust or generalizable as previously assumed. This (in)efficacy should bring marketers to pause on when and whether to rely on it at all.

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Section: Expectations Liking and Quality Judgmentsmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Pricey therefore good? Price affects expectations, but not quality perceptions and liking

Kurz

Efendic

Goukens

2023

Psychology and Marketing

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“…Similarly, a study conducted by Alves et al in 2017 in Brazil, concluded that in the case of a placebo. In this study they evaluated the effect of a recognized brand (versus an unrecognized brand) in the placebo effect, subjects who were more motivated and had high expectancy showed improved results [14]. Another study was conducted by Davis et al in 2019 in the UK, which explained motivation comes from giving cues i.e., rewards and benefits can boost physical performance or sports activity.…”

Section: Discussionmentioning

confidence: 99%

“…Promoting regular physical activity is essential for growth and development, given the risks associated with inactivity, especially among adolescents. Both intrinsic and extrinsic motivation are essential for maintaining levels of physical activity [13,14].…”

Section: Introductionmentioning

confidence: 99%

A Placebo - a strategy to improve physical fitness of normal adolescents: a randomized control trial

Ahmar,

Abbasi,

Batool

et al. 2024

T Rehabili. J.

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Background: The capacity of the placebo effect to affect a range of physiological and psychological characteristics, including strength, endurance, and pain perception. Its use for teenage physical fitness, however, is still largely unknown. Objective: To determine the effects of placebo drink administration on physical fitness among normal-weight adolescents compared to plain water. Methods: This randomized control trial with n=60 adolescents aged 10-19 years, of both genders and normal weight was conducted at Shifa Tameer-e-Millat University, Islamabad from May 2021 to August 2021. Randomization was performed using the envelope method dividing the sample into an experimental group who were given a placebo drink (water + red food colour) and a control group who were given water. Tools used for data collection included the Physical Activity of Leisure Motivation Scale for motivation level determination, the Physical Activity Questionnaire, and four fitness tests including 20 m running, a broad jump, a reach test, and a reduced cooper test. Results: Post-intervention results revealed a significant difference in means for experimental and control groups for reduced Cooper test (P=0.003), pulse rate (p=0.033), and exertion level (p<0.001). post- intervention palms score revealed significantly better results in the experimental group for mastery (p=0.004) physical (p=0.008) and psychological levels (p<0.001). the results also indicate that the experimental group showed a more significant mean difference regarding the affiliation subscale with (p<0.001) and total PALMS score (p<0.001). Conclusion: Administered placebo drink boosts physical performance by increasing motivational levels and decreasing the exertion of normal-weight adolescents. Keywords: Adolescent; exercise; health; heart rate; placebo; physical fitness; water. IRCT # 20211052405138N1

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“…Involvement is the perceived personal relevance of a stimulus to an individual and the stimulus can be a product or service (Greenwald & Leavitt, 1984). Several studies have demonstrated the importance of involvement in consumer decision making and establish involvement as one of the principles of consumer behavior theory (Alves, Lopes, & Hernandez, 2017;Bloch & Richins, 1983;Liang, 2012;Matos & Veiga, 2005;Wu, Liu, & Hu, 2015). Emotions influence the relationship between CS and the client's contributions to the company.…”

Section: H2mentioning

confidence: 99%

Satisfaction and attitudinal responses: indirect effects of involvement and reputation

Fernandes

Brandão

Lopes

et al. 2019

RAUSP

Self Cite

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Purpose The purpose of this paper is to identify the influence of the company’s reputation and individual consumer involvement in the relationship between satisfaction, loyalty and willingness to pay more for a product. Design/methodology/approach The method used is quantitative, by means of a survey with real consumers of automotive services of two vehicle dealerships, whose data were analyzed through linear regression analysis and conditional analysis of moderation. Findings The authors have identified that the relationship between satisfaction and loyalty and between loyalty and willingness to pay more for a product is entirely moderated by the (high) reputation of the brand and the (high) individual involvement of the consumer. Practical implications The study contributes to marketing managers as it demonstrates effect of brand reputation and involvement. Therefore, it is understood that these variables need to be considered in satisfaction surveys, as it has been proven that satisfaction alone cannot explain the variables of business performance (loyalty and willingness to pay). Originality/value The greatest innovation of this study is the identification of the total moderation between stated satisfaction and loyalty and between satisfaction and willingness to pay more. It has been demonstrated that high levels of brand reputation coupled with high levels of consumer involvement account for the fully dependent variables.

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It Makes Me Feel So Good: An Experimental Study of the Placebo Effect Generated by Brands

Cited by 5 publications

References 48 publications

Pricey therefore good? Price affects expectations, but not quality perceptions and liking

Pricey therefore good? Price affects expectations, but not quality perceptions and liking

A Placebo - a strategy to improve physical fitness of normal adolescents: a randomized control trial

Satisfaction and attitudinal responses: indirect effects of involvement and reputation

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