A Study of placebo effect and advertisement efficacy expectation.Viewpoint on cognitive dissonance and customer satisfaction.

• Main Authors: Huei-Shan Chen, 陳慧珊
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/81682147903390238565

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 95 === Placebo are applied and discussed by medical science and psychology widely. Shiv, Carmon,& Ariley(2005)start a new filed into marketing business. Using price and expectation as independent variable and exhaust whether they have influence on subjects’ performance and price-efficacy beliefs. As a result, they prove placebo really existing marketing activities. For the purpose to debate placebo effect in marketing, this study extends 4 variables, such as advertisement、efficacy expectation、cognitive dissonance and satisfaction.This study adopts 2×2 quassi-experimental design and 1 control group. Implement pilot study two times and formal experiment to prove placebo effect. The samples are 153 university students who come from Kaohsiung first university of science and technology. By using MANOVA and regression analysis, this study has 4 important findings: 一、Advertisement and evidence will increase product specific expectation. 二、Compared to no expectation groups, subjects in expectation group will increase product attribute expectation? After using sekkisei, they will perceive more dissonance than no expectation group. 三、How much advertisement will have influence on customer satisfaction? It should depend on expectation. The group of expectation will be more satisfied than no expectation group. 四、When expectation-disconfirmation happens, subjects prefer to convince themselves.