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Placebo effects of marketing actions: Consumers may get what they pay for

Publication ,  Journal Article
Shiv, B; Carmon, Z; Ariely, D
Published in: Journal of Marketing Research
January 1, 2005

The authors demonstrate that marketing actions, such as pricing, can alter the actual efficacy of products to which they are applied. These placebo effects stem from activation of expectancies about the efficacy of the product, a process that appears not to be conscious. In three experiments, the authors show that consumers who pay a discounted price for a product (e.g., an energy drink thought to increase mental acuity) may derive less actual benefit from consuming this product (e.g., they are able to solve fewer puzzles) than consumers who purchase and consume the exact same product but pay its regular price. The studies consistently support the role of expectancies in mediating this placebo effect. The authors conclude with a discussion of theoretical, managerial, and public policy implications of the findings. © 2005, American Marketing Association.

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Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2005

Volume

42

Issue

4

Start / End Page

383 / 393

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing
 

Citation

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MLA
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Shiv, B., Carmon, Z., & Ariely, D. (2005). Placebo effects of marketing actions: Consumers may get what they pay for. Journal of Marketing Research, 42(4), 383–393. https://doi.org/10.1509/jmkr.2005.42.4.383
Shiv, B., Z. Carmon, and D. Ariely. “Placebo effects of marketing actions: Consumers may get what they pay for.” Journal of Marketing Research 42, no. 4 (January 1, 2005): 383–93. https://doi.org/10.1509/jmkr.2005.42.4.383.
Shiv B, Carmon Z, Ariely D. Placebo effects of marketing actions: Consumers may get what they pay for. Journal of Marketing Research. 2005 Jan 1;42(4):383–93.
Shiv, B., et al. “Placebo effects of marketing actions: Consumers may get what they pay for.” Journal of Marketing Research, vol. 42, no. 4, Jan. 2005, pp. 383–93. Scopus, doi:10.1509/jmkr.2005.42.4.383.
Shiv B, Carmon Z, Ariely D. Placebo effects of marketing actions: Consumers may get what they pay for. Journal of Marketing Research. 2005 Jan 1;42(4):383–393.

Published In

Journal of Marketing Research

DOI

ISSN

0022-2437

Publication Date

January 1, 2005

Volume

42

Issue

4

Start / End Page

383 / 393

Related Subject Headings

  • Marketing
  • 3506 Marketing
  • 1505 Marketing