19-F: Vegas It Up to Boost Your Performance!

Two pilots and one lab study show that using uncertain price promotions leads to desirable placebo effects. This research expands the scope of marketing placebo effects to desirable placebo effects in promotional settings. Moreover, we propose that the effect is mediated by enhanced feelings of empowerment due to heightened self-attribution.


Arash Talebi and Sonja Prokopec (2017) ,"19-F: Vegas It Up to Boost Your Performance!", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1061-1061.


Arash Talebi, ESSEC Business School, France
Sonja Prokopec, ESSEC Business School, France


NA - Advances in Consumer Research Volume 45 | 2017

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