Effects of set size, scarcity, packaging, and taste on the marketing placebo effect

Nenhuma Miniatura disponível
Citações na Scopus
Tipo de produção
Wright S.
Da Costa Hernandez J.M.
Sundar A.
Dinsmore J.
Kardes F.
Advances in Consumer Research
Título da Revista
ISSN da Revista
Título de Volume
Texto completo (DOI)
The marketing placebo effect is defined as "the influence of consumers' beliefs and expectations, shaped by experiences in their daily lives, on product judgments and services" (Shiv, Carmon, and Ariely 2005). Shiv, Carmon, and Ariely (2005) demonstrated that consumer expectations mediate the relationship between product beliefs and product efficacy. In three studies, participants consumed an energy drink purported to increase mental acuity followed by a series of word-jumble puzzles. Participants were told either they would be charged $1.89 for the energy drink (i.e., the regular priced condition) or 89 cents (i.e., the discounted priced condition). Not only did participants anticipate that the full priced (vs. discounted priced) energy drink would be more (vs. less) effective, but they also completed more (vs. fewer) puzzles subsequent to consuming the drink. Participants completed more puzzles because the naïve theory associating price with quality increased nonconscious performance expectancies that the energy drink would improve mental acuity (see Rao and Monroe 1989). Within this stream of research, we investigate how other elements of the marketing mix (beyond price) affect product efficacy. In doing so, we extend theory on the marketing placebo effect and related naïve theories. © 2012.