Placebo Responses to Shaken Belief: Detrimental Impact of Consumer Choice on Product Efficacy

Baba Shiv, Stanford University, USA
Himanshu Mishra, University of Utah, USA
Ziv Carmon, INSEAD, France
Extant research documents the benefits of giving people the option to choose. However, in three experiments, we find that when people have the freedom to choose from options offering different advantages; it impairs the efficacy of the chosen option - a phenomenon we term as Placebo Response to Shaken Beliefs.
[ to cite ]:
Baba Shiv, Himanshu Mishra, and Ziv Carmon (2011) ,"Placebo Responses to Shaken Belief: Detrimental Impact of Consumer Choice on Product Efficacy", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.