The Magic Power of Price─ The Impacts of Placebo Effect on Product Evaluation

• Main Author: 林姿儀
• Other Authors: 凌儀玲
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/64959735694725359773

碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 98 === Abstract In the past, most discussing of placebo effects literatures was in medical field. However, according to Shiv, Carmon, and Ariely (2005)’s finding, it illustrated that product’s external cues will affect consumer’s ability to judge products when they chose products. That means there exists placebo effect in marketing field. Therefore, this study extends Shiv, Carmon, and Ariely (2005)’s finding, and further explores that does product’s external cues lead to different subjective evaluation and response, and then triggers a placebo effect. Moreover, this study explores that does individual difference factor influence consumer’s subjective evaluation and response, and affect a placebo effect’s occur. This study has two experiments, and we chose Chocolate as our experient object. Experient one is a 3(regular price/discount price/no price) between-subjects factorial experimental design, we examine the impacts of the change of price, deliberation, self-confidence on consumer’s subjective evaluation and response. We additional examine the impacts of product effectiveness information on consumer’s subjective evaluation and response. Experient two is a between-subjects factorial experimental design, we examine the impacts of the product’s brand, self-confidence and product effectiveness information on consumer’s subjective evaluation and response. The result from experiment one suggests that with different prices on the same product do not affect consumer’s taste evaluation, but it would affect participant’s grade in the memory test. That means there has a placebo effect. However, consumer’s deliberation, self-confidence and product effectiveness information is non-significant on consumer’s subjective evaluation and response. The result from experiment two suggests that with different brands on the same product would affect consumer’s subjective evaluation, but it does not affect consumer’s grade in the memory test.Besides, consumer’s self-confidence and product effectiveness information is non-significant on consumer’s subjective evaluation and response, and it does not increase consumer’s grade in the memory test.