Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect

Scott Wright, Providence College, USA
José Mauro da Costa Hernandez, Centro Universitário da FEI, Brazil
Aparna Sundar, University of Cincinnati, USA
John Dinsmore, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA
Our study investigates how naïve theories influence product performance. More specifically, we demonstrate how set size, scarcity, packaging, and taste affect consumer performance on cognitive tasks. This research extends theory on the marketing placebo effect beyond that of price.
[ to cite ]:
Scott Wright, José Mauro da Costa Hernandez, Aparna Sundar, John Dinsmore, and Frank Kardes (2012) ,"Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 917-919.