If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect

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dc.contributor.authorWRIGHT, S. A.
dc.contributor.authorJose Mauro Hernandez
dc.contributor.authorSUNDAR, A.
dc.contributor.authorDINSMORE, J.
dc.contributor.authorKARDES, F. R.
dc.contributor.authorOrcidhttps://orcid.org/0000-0002-0704-0035
dc.date.accessioned2022-01-12T22:01:31Z
dc.date.available2022-01-12T22:01:31Z
dc.date.issued2013-06-05
dc.description.abstractThe original marketing placebo effect study shows that high price increases consumers' expectations and enhances behavioral performance (Shiv, Carmon, & Ariely, 2005). We find that several non-price variables (set size, scarcity, packaging, and taste) conceptually replicate this effect. Consumers hold naïve theories about the possible influence of many marketing variables, and these theories influence subjective beliefs and objective behavior. © 2012 Elsevier B.V.
dc.description.firstpage197
dc.description.issuenumber2
dc.description.lastpage198
dc.description.volume30
dc.identifier.citationWRIGHT, S. A.; HERNANDEZ, J. M.; SUNDAR, A.; DINSMORE, J.; KARDES, F. R. If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect. International Journal of Research in Marketing, v. 30, n. 2, p. 197-197, June, 2013.
dc.identifier.doi10.1016/j.ijresmar.2012.11.002
dc.identifier.issn0167-8116
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/4073
dc.relation.ispartofInternational Journal of Research in Marketing
dc.rightsAcesso Restrito
dc.subject.otherlanguageMarketing placebo effect
dc.subject.otherlanguageNaïve theories
dc.subject.otherlanguagePackaging
dc.subject.otherlanguagePricing
dc.subject.otherlanguageReplication
dc.subject.otherlanguageScarcity
dc.titleIf it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect
dc.typeArtigo
fei.scopus.citations32
fei.scopus.eid2-s2.0-84875594283
fei.scopus.updated2023-11-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=84875594283&origin=inward
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