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Marketing Placebo Effects – From Behavioral Effects to Behavior Change? by Laura Enax; Bernd Weber is a Economics, Econometrics and Finance article available to read on EtoBox.

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## Abstract Food decisions occur very frequently and are influenced by a variety of individual as well as contextual factors. Physical product attributes, including for example, caloric density, water content and sweetness are important drivers of food choice and preferences. However, food products are usually not evaluated solely based on their nutritional content. In addition, most products are packaged and carry abstract attributes, such as quality claims, and brand names. Critically, these product attributes, not products attributes also influence food consumption, reported consumption enjoyment, and product demand. A variety of these marketing actions were shown to alter consumption experiences of otherwise identical products, inducing a so-called marketing placebo effect (MPE). Here, we review studies providing insights into the various behavioral and neural processes underlying the response to these contextual marketing cues. An extensive amount of studies has shown impressive, sometimes peculiar and also disquieting effects of branding, logos, labels and prices on behavioral measures. We will illustrate the plethora of affected behaviors, ranging from increased taste pleasa

Who reads Marketing Placebo Effects – From Behavioral Effects to Behavior Change??

Author

Laura Enax; Bernd Weber

Publisher

Walter de Gruyter GmbH

Published

2015

Language

EN

Field

Economics, Econometrics and Finance (Social Sciences)