Author: LanceLance
Date: Mar 5, 2008 01:35
Expensive sugar pills work better than cheap ones
Reuters Tue Mar 4, 4:02 PM ET
Want a sugar pill to work really well? Charge more for it.
A study published on Tuesday shows the well-known "placebo effect"
works even better if the dummy pill costs more.
Dan Ariely, a behavioral economist at Duke University in North
Carolina, and colleagues at the Massachusetts Institute of Technology
tested 82 volunteers.
All got a light electric shock and were offered what they were told
was a painkiller.
Half were given a brochure describing the pill as a newly approved
painkiller that cost $2.50 per dose and half were given a brochure
describing it as marked down to 10 cents.
Writing in a letter to the Journal of the American Medical
Association, Ariely and colleagues said the effects were unexpectedly
strong.
Eighty-five percent of volunteers who thought they were getting a
$2.50 pill said they felt less pain after taking it, compared with 61
percent of those who thought they were getting a discounted drug.
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