Ruminating about placebo effects of marketing actions

Journal Article (Review;Journal)

In Shiv, Carmon, and Ariely (2005), the authors demonstrate that marketing actions such as price promotions and advertising evoke consumer expectations, which can alter the actual efficacy of the marketed product, a phenomenon they call "placebo effects of marketing actions." In this rejoinder, they build on the preceding commentaries and refine their framework to account more fully for factors that may influence this placebo effect, and they describe directions for further research in this new topic area. © 2005, American Marketing Association.

Full Text

Duke Authors

Cited Authors

  • Shiv, B; Carmon, Z; Ariely, D

Published Date

  • January 1, 2005

Published In

Volume / Issue

  • 42 / 4

Start / End Page

  • 410 - 414

International Standard Serial Number (ISSN)

  • 0022-2437

Digital Object Identifier (DOI)

  • 10.1509/jmkr.2005.42.4.410

Citation Source

  • Scopus