Objective In this research project, the critical role of price in shaping expectancies about product efficacy (i.e. placebo effect of marketing actions) is investigated. While it has been demonstrated that a high versus low price may considerably affect subjective experiences (such as e.g. taste), it has only recently been demonstrated that price can affect actual product efficacy. As individuals may learn about product quality through prior experience, they may update price-quality beliefs accordingly. Hence, the question arises to what extent prior product experience affects placebo effects of marketing actions. In this research proposal, four competing theoretical accounts will be empirically tested to investigate how prior experience with a product may modulate the extent to which price affects product efficacy. The theoretical and practical implications of this research project for marketing scholars and practitioners, the medical field and public policy makers are discussed. Fields of science social sciencespolitical sciencespolitical policiespublic policies Programme(s) FP7-PEOPLE - Specific programme "People" implementing the Seventh Framework Programme of the European Community for research, technological development and demonstration activities (2007 to 2013) Topic(s) FP7-PEOPLE-2010-IEF - Marie-Curie Action: "Intra-European fellowships for career development" Call for proposal FP7-PEOPLE-2010-IEF See other projects for this call Funding Scheme MC-IEF - Intra-European Fellowships (IEF) Coordinator ERASMUS UNIVERSITEIT ROTTERDAM Address Burgemeester oudlaan 50 3062 PA Rotterdam Netherlands See on map Region West-Nederland Zuid-Holland Groot-Rijnmond Activity type Higher or Secondary Education Establishments Administrative Contact Martin Bogaard (Mr.) Links Contact the organisation Opens in new window Website Opens in new window EU contribution € 184 040,80
