ПЛАЦЕБО ЕФЕКТИТЕ В МАРКЕТИНГА И ПОТРЕБИТЕЛСКАТА УДОВЛЕТВОРЕНОСТ
MARKETING PLACEBO EFFECTS AND CONSUMER SATISFACTION

Summary/Abstract: The main purpose of this paper is to propose a methodology for studying the impact of marketing placebo effects on consumer satisfaction. It presents the nature of placebo effects and the basic approaches to their detection and measurement in the field of marketing. A conceptual model of the relationship between marketing placebo effects and consumer satisfaction is proposed and the main issues concerning its empirical testing are discussed.

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