Why Is the Placebo Effect Different in Marketing? A Study on Moderating Persuasion by Authority

Q4 Business, Management and Accounting

Review of Marketing Science Pub Date : 2022-09-01 DOI:10.1515/roms-2022-0007

E. Herrero, Daielly Melina Nassif Mantovani, E. Lopes

引用次数: 1

Abstract

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.

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为什么营销中的安慰剂效应不同?权威劝导的调节作用研究

摘要本研究旨在确定解释营销研究中安慰剂效应过程的心理触发因素。为了实现这一点，我们进行了两项实验研究，62名大学生（研究1）和121名来自教学医院的志愿者（研究2）参与了研究。这些研究评估了不同的化妆品，其中我们操纵了包装的奢华感。对结果的联合分析表明：a）安慰剂效应影响认知评估和消费者行为反应；b）与其他科学领域不同的是，我们没有验证期望和动机在刺激和反应变量关系中的双重中介作用；c）当通过权威的说服在高水平上调节时，消费者期望仅在解释反应变量方面具有显著性。我们以我们的发现的理论和管理启示来结束我们的论文。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.