6B Healthcare Outcomes Are Influenced By Free Choice: How Variations in Placebo and Nocebo Effects Are Mediated By Trust and Moderated By Price

Placebo and nocebo are stronger when consumers can choose (vs. are assigned to) doctors because consumers’ trust in doctors is lower when their choice is limited. This effect is moderated by price such that a limited choice leads to higher levels of mistrust when consumers pay high (vs. low) price.



Citation:

Hyerin Han and Akshay Rao (2019) ,"6B Healthcare Outcomes Are Influenced By Free Choice: How Variations in Placebo and Nocebo Effects Are Mediated By Trust and Moderated By Price", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 973-973.

Authors

Hyerin Han, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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