Placebos & Marketing

The placebo effect is not limited to sugar pills in clinical trials of medications. In fact, placebos are a specific example of the affect of meaning on health. All medicines work in two parallel ways, as a direct result of the active medication, and indirectly as a placebo response. Expectations and beliefs lead to measurable and real health outcomes, and one important way that expectations and beliefs are manipulated is by pricing, branding, and marketing. These are powerful factors that can affect how people respond to medicines. This project investigates how differences in pricing, branding, and other marketing factors affect people�s response to medication. By understanding this response, we can understand how people respond to drugs in the real world outside of the clinical trial.