Placebo Effects of Marketing Actions: Consumers May Get What They Pay For
We show that offering products such as energy drinks at a discount can change the efficacy of those products (—a placebo effect) because it leads consumers to incorrectly believe that those products are less effective. A set of experiments show that consumers paying a discounted price for a product (e.g., an energy drink thought to increase mental acuity) may extract less benefit from the product compared to consumers who purchase the same product at full price.
Wendy Liu, Itamar Simonson, and On Amir (2005) ,"Placebo Effects of Marketing Actions: Consumers May Get What They Pay For", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 308-309.
Wendy Liu, Stanford University
Itamar Simonson, Stanford University
On Amir, Yale University
E - European Advances in Consumer Research Volume 7 | 2005
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria
Understanding Organ Donation: Discourses of Embodied Recycling
Rebecca Scott, Cardiff University
Samantha Warren, Car
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada