Placebo Effects on Marketing

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Ruminating about Placebo Effects of Marketing Actions Author(s): Baba Shiv, Ziv Carmon, Dan Ariely Source: Journal of Marketing Research, Vol. 42, No. 4 (Nov., 2005), pp. 410-414 Published by: American Marketing Association Stable URL: . Accessed: 21/03/2011 12:36 Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at . JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at . . Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact

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In Shiv,Carmon,and Ariely thatmar(2005), the authorsdemonstrate actions such as price promotions and advertising evoke consumer keting whichcan alterthe actual efficacy the marketedproduct, of expectations, a phenomenon they call "placebo effectsof marketing actions." In this build on the preceding commentaries and refinetheir rejoinder, they framework account more fullyfor factors that may influencethis to and theydescribe directions further for research in this placebo effect, new topic area.

About Placebo Effects of Ruminating Actions Marketing
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