More expensive placebos bring more relief
In marketing as in medicine, perception can be everything. A higher price can create the impression of higher value, just as a placebo pill can reduce pain.
Now researchers have combined the two effects. A $2.50 placebo, they have found, works better one that costs 10 cents.
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“It’s all about expectations,” said the lead researcher, Dan Ariely,....“When you’re expecting pain relief, you’re secreting your own opioids,” Dr. Ariely added. “And when you get it on discount, you doubt it, and your body doesn’t react as well.”