IDEAS home Printed from https://ideas.repec.org/a/lum/rev11d/v28y2021ip189-196.html
   My bibliography  Save this article

Studies Regarding Placebo and Nocebo Effect in Marketing

Author

Listed:
  • Doina Gurita

    (Lecturer Ph.D., †Petre Andrei†University of Iasi, Romania)

Abstract

The study that I will explain in this section represents a research made to demonstrate that marketing actions (pricing, for example) have the power to decrease the efficacy of the products to which they apply. In this case, placebo effect appears from expectations that the consumers have, a process that seemed to be not conscious. This study presents the impact that has a lower price for the consumers when they buy a product (such as an energy drink, designed to increase mental acuity) and shows that they might gain less benefit from consuming this product (for example they will solve fewer puzzles that usual) compared with the consumers that purchase and consume the same product with its regular price.

Suggested Citation

  • Doina Gurita, 2021. "Studies Regarding Placebo and Nocebo Effect in Marketing," Anuarul Universitatii „Petre Andrei” din Iasi / Year-Book „Petre Andrei” University from Iasi, Fascicula: Drept, Stiinte Economice, Stiinte Politice / Fascicle: Law, Economic Sciences, Political Scien, Editura Lumen, Department of Economics, vol. 28, pages 189-196, December.
    • Handle: RePEc:lum:rev11d:v:28:y:2021:i::p:189-196
    DOI: https://doi.org/10.18662/upalaw/75
    as

    Download full text from publisher

    File URL: https://lumenpublishing.com/journals/index.php/upa-sw/article/view/5033
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.18662/upalaw/75?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Adaval, Rashmi & Monroe, Kent B, 2002. "Automatic Construction and Use of Contextual Information for Product and Price Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 572-588, March.
    2. Moty Amar & Dan Ariely & Maya Bar-Hillel & Ziv Carmon & Chezy Ofir, 2011. "Brand names act like marketing placebos," Discussion Paper Series dp566, The Federmann Center for the Study of Rationality, the Hebrew University, Jerusalem.
    3. Edell, Julie A & Burke, Marian Chapman, 1987. "The Power of Feelings in Understanding Advertising Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 421-433, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    2. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    4. Garaus, Marion & Wagner, Udo & Manzinger, Sandra, 2017. "Happy grocery shopper: The creation of positive emotions through affective digital signage content," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 295-305.
    5. Babin, Barry J. & Griffin, Mitch, 1998. "The nature of satisfaction: An updated examination and analysis," Journal of Business Research, Elsevier, vol. 41(2), pages 127-136, February.
    6. Muhammad Abdullah Khan & Usman Ghani & Sadia Aziz, 2019. "Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 1-30, March.
    7. David Soberman & Loïc Sadoulet, 2007. "Campaign Spending Limits and Political Advertising," Management Science, INFORMS, vol. 53(10), pages 1521-1532, October.
    8. Lee, Seunghwan & Kim, Yukyoum & Heere, Bob, 2018. "Sport team emotion: Conceptualization, scale development and validation," Sport Management Review, Elsevier, vol. 21(4), pages 363-376.
    9. Ali, Mazhar, 2016. "Evaluating Advertising Effectiveness of Creative Television Advertisements for High Involvement Products," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(4), pages 916-932.
    10. Amar Cheema & Dipankar Chakravarti & Atanu R. Sinha, 2012. "Bidding Behavior in Descending and Ascending Auctions," Marketing Science, INFORMS, vol. 31(5), pages 779-800, September.
    11. McColl-Kennedy, Janet R. & Patterson, Paul G. & Smith, Amy K. & Brady, Michael K., 2009. "Customer Rage Episodes: Emotions, Expressions and Behaviors," Journal of Retailing, Elsevier, vol. 85(2), pages 222-237.
    12. Sonia Capelli & William Sabadie & Olivier Trendel, 2009. "Président, fais moi rire ! La communication politique entre peur et humour," Grenoble Ecole de Management (Post-Print) halshs-00467982, HAL.
    13. Choi, Pilsik & Coulter, Keith S., 2012. "It's Not All Relative: The Effects of Mental and Physical Positioning of Comparative Prices on Absolute versus Relative Discount Assessment," Journal of Retailing, Elsevier, vol. 88(4), pages 512-527.
    14. Holak, Susan L. & Havlena, William J., 1998. "Feelings, Fantasies, and Memories: An Examination of the Emotional Components of Nostalgia," Journal of Business Research, Elsevier, vol. 42(3), pages 217-226, July.
    15. Pechtl, Hans, 2004. "Das Preiswissen von Konsumenten: eine theoretisch-konzeptionelle Analyse," Wirtschaftswissenschaftliche Diskussionspapiere 01/2004, University of Greifswald, Faculty of Law and Economics.
    16. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.
    17. Ashok K. Lalwani & Lura Forcum, 2016. "Does a Dollar Get You a Dollar’s Worth of Merchandise? The Impact of Power Distance Belief on Price-Quality Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 317-333.
    18. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    19. Kivilcim Dogerlioglu-Demir & Cenk Koçaş, 2015. "Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay," Marketing Letters, Springer, vol. 26(4), pages 607-618, December.
    20. Ralf Elbert & Lowis Seikowsky, 2017. "The influences of behavioral biases, barriers and facilitators on the willingness of forwarders’ decision makers to modal shift from unimodal road freight transport to intermodal road–rail freight tra," Journal of Business Economics, Springer, vol. 87(8), pages 1083-1123, November.

    More about this item

    Keywords

    marketing; change; marketing tools; placebo and nocebo; effect;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:lum:rev11d:v:28:y:2021:i::p:189-196. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Antonio Sandu (email available below). General contact details of provider: https://edituralumen.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.