Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments
Abstract
A wealth of research has explored whether marketing-based expectancies such as price and brand quality beliefs influence the consumption experience and subsequent behavior, but almost no research has examined individual differences in “marketing placebo effects.” In this article, the authors suggest three moderators of the effect of marketing-based expectancies on the behavioral and neural measures of the consumption experience, based on...
Paper Details
Title
Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments
Published Date
Aug 1, 2015
Volume
52
Issue
4
Pages
493 - 510
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