Individual Differences in Marketing Placebo Effects: Evidence From Brain Imaging and Behavioral Experiments

Hilke Plassmann, INSEAD, France
Bernd Weber, University of Bonn, Germany
We used a novel automated structural brain imaging approach to determine individual differences of Marketing-Placebo-Effects (MPE) and combined this approach with behavioral experiments. We found that consumers high in reward-seeking, high in need for cognition, and low in somatosensory awareness are more responsive to MPE.
[ to cite ]:
Hilke Plassmann and Bernd Weber (2015) ,"Individual Differences in Marketing Placebo Effects: Evidence From Brain Imaging and Behavioral Experiments", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 45-50.