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

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

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.

Suggested Citation

  • Wright, Scott A. & da Costa Hernandez, José Mauro & Sundar, Aparna & Dinsmore, John & Kardes, Frank R., 2013. "If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 197-198.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:2:p:197-198
    DOI: 10.1016/j.ijresmar.2012.11.002
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    References listed on IDEAS

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    1. Parker, Jeffrey R. & Lehmann, Donald R., 2011. "When Shelf-Based Scarcity Impacts Consumer Preferences," Journal of Retailing, Elsevier, vol. 87(2), pages 142-155.
    2. Campbell, Margaret C & Goodstein, Ronald C, 2001. "The Moderating Effect of Perceived Risk on Consumers' Evaluations of Product Incongruity: Preference for the Norm," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 439-449, December.
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    Cited by:

    1. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    2. Ryoo, Yuhosua & Kim, WooJin, 2023. "Price-ethicality association: When price discounts inhibit ethical purchasing," Journal of Business Research, Elsevier, vol. 169(C).
    3. Wright, Scott A. & Schultz, Ainslie E., 2022. "Too gritty to indulge: Grit and indulgent food choices," Journal of Business Research, Elsevier, vol. 139(C), pages 173-183.
    4. Wu, Laurie & Lee, Christopher, 2016. "Limited Edition for Me and Best Seller for You: The Impact of Scarcity versus Popularity Cues on Self versus Other-Purchase Behavior," Journal of Retailing, Elsevier, vol. 92(4), pages 486-499.
    5. Miceli, Gaetano (“Nino”) & Scopelliti, Irene & Raimondo, Maria Antonietta, 2020. "Insight versus effort. Communicating the creative process leading to new products," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 602-620.

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