| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 101 === Shiv, Carmon, and Ariely (2005) suggest that Placebo-like effect did exist in marketing activities. However, there is so far only find placebo effect in price. In this study, we paired two extrinsic cues (price information / country-of-origin) to investigate the impact of price information and country-of-origin on consumers ’product quality perceptions and validate placebo-like effect.
In this study, experimental scenario design was used. It is a more rigorous and scientific method. It was examined by two-factor “2 (Price Information, original/discount x2 (Country image, favorable / unfavorable)” within-subjects design to avoid external threats. 120 samples were collected. Rose essential oils were taken as the experimental stimulus to examine the effect between price information and country-of-origin on quality perception and validate placebo effect.
The results show that price information and country-of-origin were significantly affecting consumers’ quality perception. However, there is no interaction between two independent variables. Furthermore, both two independent variables lead to placebo effect. Especially on country-of-origin, placebo effect is more salient than price information. Then we provide managerial implication of placebo-effect, positioning and pricing. Managers should take placebo-effect into account to make marketing strategy. Countries that have favorable country image could focus on promotion of country-of-origins and build up a “higher price, higher quality” image. At least, we provide recommendation and future research.
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