If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect

Scott A. Wright, José Mauro da Costa Hernandez, Aparna Sundar, John Dinsmore and Frank R. Kardes

International Journal of Research in Marketing, 2013, vol. 30, issue 2, 197-198

Abstract: The original marketing placebo effect study shows that high price increases consumers' expectations and enhances behavioral performance (Shiv, Carmon, & Ariely, 2005). We find that several non-price variables (set size, scarcity, packaging, and taste) conceptually replicate this effect. Consumers hold naïve theories about the possible influence of many marketing variables, and these theories influence subjective beliefs and objective behavior.

Keywords: Marketing placebo effect; Scarcity; Pricing; Replication; Packaging; Naïve theories (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:2:p:197-198

DOI: 10.1016/j.ijresmar.2012.11.002

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