Placebo/Placui Effects of Marketing Actions: Consumers Get What They Pay/Paid For

Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
Bart de Langhe , University of Colorado, USA
We examine time-dynamic effects of marketing actions on product performance. We find (1) placebo effects of current marketing actions, even after product experience, and (2) placui effects of prior marketing actions. Consumers not only get what they pay for, but also, what they paid for.
[ to cite ]:
Bram Van den Bergh and Bart de Langhe (2012) ,"Placebo/Placui Effects of Marketing Actions: Consumers Get What They Pay/Paid For", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 195-197.