The Higer the Price the Better the Results? the Placebo-Like Effects of Price and Brand on Consumer Judgment

This research extends Shiv et al.(2005)’s findings and focuses on how two additional moderators such as deliberation thinking and self-confidence influence the placebo-like effects. Two experiments were conducted. The results of experiment 1 indicate that placebo effect of price is more influenced by discounted price than the regular price when people are low deliberation thinking. Experiment 2 examines whether self-confidence would have further impact on the placebo-like effect of brand. The findings show that the effects of brand and self-confidence create an interaction effect. Self-confidence will moderate the placebo effect of brand on consumer’s judgment. Theoretical and managerial implications of the findings are provided.



Citation:

I-Ling Ling, Jun-Fang Liao, and Chih-Hui Shieh (2012) ,"The Higer the Price the Better the Results? the Placebo-Like Effects of Price and Brand on Consumer Judgment", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 417-418.

Authors

I-Ling Ling, National Chiayi University
Jun-Fang Liao, Wenzao Ursuline College of Languages
Chih-Hui Shieh, National Taichung University of Sicence and Technology



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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