Abstract
This study aims to identify mental triggers that explain the placebo effect process in marketing studies. To accomplish this, we conducted two experimental studies in which 62 university students (Study 1) and 121 volunteers from a teaching hospital (Study 2) participated. These studies evaluated different cosmetic products, in which we manipulated the perceived luxury of the packaging. Joint analysis of the results indicates that: a) the placebo effect affects both cognitive assessments and consumer behavioral responses; b) unlike other scientific fields, we did not verify the double mediation of expectation and motivation in the relationship between stimuli and response variables, and; c) consumer expectation was significant only in explaining the response variable when moderated at high levels by the persuasion of authority. We conclude our paper with our finding’s theoretical and managerial implications.
Funding source: Conselho Nacional de Desenvolvimento Científico e Tecnológico
Award Identifier / Grant number: 407100/2012-1
Appendix A: Stimuli Used in the Experiments

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Articles in the same Issue
- Frontmatter
- On the Role of Ad Networks: To Endogenize or Not to Endogenize the Number of Bidders in Auctions?
- Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences
- Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands
- On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives
- Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents
- Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective
- Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms
- How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness?
- Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority
- Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market
Articles in the same Issue
- Frontmatter
- On the Role of Ad Networks: To Endogenize or Not to Endogenize the Number of Bidders in Auctions?
- Profile Photos’ Impact in Online Reviews: The Effect of Cultural Differences
- Attitudes Toward Global and Local Consumer Culture and the Meanings of Brands
- On the Determinants of Online Short Videos’ Effectiveness Relative to Parents’ Attitudes, Behavioural Intentions and Consideration of Alternatives
- Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents
- Revisiting the Recent History of Consumer Behavior in Marketing Journals: A Topic Modeling Perspective
- Service Dominant Logic and Market Orientation: A Case Study of Brazilian Agribusiness Firms
- How Do Different Brand Equity Measures Affect Long-Term Promotional Effectiveness?
- Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority
- Exploring the Sources of Consumer-Based Brand Equity in the Cryptocurrency Market