Two Wrongs Sometimes Make a Right: the Role of Task Difficulty in Nocebo and Placebo Treatments

Expectations are good predictors of performance. If you believe you’ll excel, you probably will! However, two experiments find the opposite conclusion. After participants ingest an energy drink purported to diminish performance, and then undertake a difficult task, expectations are lowered but performance is improved due to a compensatory response.


Eric Hamerman, Tor Wager, and Gita V. Johar (2011) ,"Two Wrongs Sometimes Make a Right: the Role of Task Difficulty in Nocebo and Placebo Treatments", 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.


Eric Hamerman, Tulane University, USA
Tor Wager, University of Colorado, USA
Gita V. Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More


No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior

Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences

Read More


Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

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.