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The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work
The placebo effect, traditionally linked to medical treatments, has found a compelling application in marketing, where consumer expectations and beliefs about a product can significantly influence their perceived effectiveness and satisfaction. This paper explores how the placebo effect operates in marketing contexts, where consumers' desires and expectations can shape their perceptions of product quality and performance, regardless of the product’s inherent features. Through an examination of psychological principles and marketing strategies, we discuss how brands can leverage consumer beliefs, advertising, and branding to create placebo-like effects that enhance product appeal. The study emphasizes that, much like in medicine, sometimes consumers simply need to "want" a product to work for it to fulfill their expectations, highlighting the power of perception in shaping consumer behavior and satisfaction.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4205 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2005 |
|---|---|
| Edisi | Vol. 42, No. 4 (Nov., 2005), pp. 406-409 |
| Subjek | Consumer perception Marketing Strategies Expectation Management |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 4 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |