Three studies consistently show that motivation to experience the benefits of a consumed product is one of the most important factors in the placebo effect. The first study shows that consumers' desire to experience the benefits of an energy drink results in increased blood pressure and task performance regardless of their expectations about experiencing product's benefits. The second study investigates the relationship between motivation and expectations by manipulating both of these factors and by collecting information-processing measures during consumers' exposure to the stimulus. Results show that the placebo effect can be observed when consumers have high product efficacy expectations and high motivation to experience the benefits of the consumed product. The third study lends further support that motivation is one of the key factors in the placebo response by manipulating motivation and expectations in different ways and showing the motivational nature of the process.In addition to showing the effect of price in the placebo response, they also show that product efficacy claims can lead to the placebo effect (study 3). Specifically, when consumers are told that energy drinks strongly (vs. slightly) increaseanbsp;...
|Title||:||The Placebo Effect in Marketing: Motivational Underpinnings|
|Publisher||:||ProQuest - 2007|