The Study of the Impact of Placebo-Like Effect on Consumers' Quality Perceptions

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THE STUDY OF THE IMPACT OF PLACEBO-LIKE EFFECT ON CONSUMERS’ QUALITY PERCEPTIONS Fu-Yung Kuan Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, No.1, University Rd., Yanchao Dist., Kaohsiung City 824, Taiwan ROC d61982@gmail.com Jei-Li Jeng Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, No.1, University Rd., Yanchao Dist., Kaohsiung City 824, Taiwan ROC jeilijeng@gmail.com Huei-Hsiang Li Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, No.1, University Rd., Yanchao Dist., Kaohsiung City 824, Taiwan ROC hueishiang@gmail.com Abstract By the marketing skill support, consumer’s get better purchase experiences 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 ’ 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 out of 126 samples were collected. Rose essential oils were taken as the experimental stimulus to examine the effect between price information and country-of-origin on product 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

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