Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit

Aaron Garvey, University of Kentucky, USA
Frank Germann, University of Notre Dame, USA
Lisa Bolton, Pennsylvania State University, USA
This research examines how consumption of performance branded products systematically improves objective outcomes through psychological mechanisms unrelated to functional product differences, akin to a placebo. Four field and laboratory experiments demonstrate that this effect is due to a lowering of task induced performance anxiety, driven by a bolstered self-concept.
[ to cite ]:
Aaron Garvey, Frank Germann, and Lisa Bolton (2015) ,"Performance Brand Placebos: How Brands Improve Performance and Consumers Take the Credit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 163-169.