Journal of Marketing Research 2005

Ruminating about Placebo Effects of Marketing Actions

Baba Shiv¹; Ziv Carmon²; Dan Ariely³

¹ Stanford University · ² Institut National de Statistique et d'Economie Appliquée · ³ Massachusetts Institute of Technology

Abstract

In Shiv, Carmon, and Ariely (2005) , the authors demonstrate that marketing actions such as price promotions and advertising evoke consumer expectations, which can alter the actual efficacy of the marketed product, a phenomenon they call ”placebo effects of marketing actions.” In this rejoinder, they build on the preceding commentaries and refine their framework to account more fully for factors that may influence this placebo effect, and they describe directions for further research in this new topic area.

DOI

10.1509/jmkr.2005.42.4.410

Sources

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓