МОГАТ ЛИ МАРКЕТИНГОВИТЕ ПЛАЦЕБО ЕФЕКТИ ДА ПОВИШАТ ПОТРЕБИТЕЛСКАТА УДОВЛЕТВОРЕНОСТ
CAN MARKETING PLACEBO EFFECTS INCREASE CONSUMER SATISFACTION

Summary/Abstract: Although many researchers have worked on the problems of placebo effect phenomena in the domain of marketing through the last decade, current understanding about the true nature of its mechanism is limited as well as the knowledge of its impact on the observable aspects of consumer behavior. The present work is focused on building the basic formulations of a theoretical framework of the relationship between placebo effects in marketing and consumer satisfaction. The established approaches for explaining the mechanism of placebo effects in marketing are briefly discussed and their purported connection to the widest accepted model of consumer satisfaction – the Expectancy-Disconfirmation model – is discussed.

• Details
• Contents