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More expensive medication may be more potent

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"Marketing variables not only influence people's perceptions and expectations, they actually influence the real efficacy of products such as medications." This is according to Ziv Carmon, INSEAD Professor of Marketing, who, along with Rebecca Waber and Dan Ariely from MIT and Baba Shiv from Stanford, tested the effect of price on the efficacy of a medication by administering electric shocks to those taking part in the study to test their resistance to pain.

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en

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text/html

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http://knowledge.insead.edu/ExpensiveMedicationMorePotent080402.cfm?vid=145

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