Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect

Our study investigates how naïve theories influence product performance. More specifically, we demonstrate how set size, scarcity, packaging, and taste affect consumer performance on cognitive tasks. This research extends theory on the marketing placebo effect beyond that of price.



Citation:

Scott Wright, José Mauro da Costa Hernandez, Aparna Sundar, John Dinsmore, and Frank Kardes (2012) ,"Effects of Set Size, Scarcity, Packaging, and Taste on the Marketing Placebo Effect", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 917-919.

Authors

Scott Wright, Providence College, USA
José Mauro da Costa Hernandez, Centro Universitário da FEI, Brazil
Aparna Sundar, University of Cincinnati, USA
John Dinsmore, University of Cincinnati, USA
Frank Kardes, University of Cincinnati, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Time Flies…But Only When the Speed is “Just Right”: How Animation Speed Affects Perceived Waiting Time

Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

Tackling Over-Consumption: How Proximal Depictions of Unhealthy Food Products Influence the Consumption Behavior

Sumit Malik, IE Business School, IE University
Eda Sayin, IE Business School, IE University, Spain
Kriti Jain, IE Business School, IE University, Spain

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.