The Placebo Price Effect
March 5, 2008On my way home from work, I heard this story on Marketplace explaining a new drug placebo study done recently. From the story:
Participants thought they were testing a new drug for pain relief. In fact, everybody got placebos. Only one difference. Some were told the pills cost $2.50, while others were told they only cost a dime. Dan Ariely, author of “Predictably Irrational,” was the lead researcher.
DAN ARIELY: What we found was that the expensive pill reduced pain to a much larger degree than the cheap pills.
This could be significant for the $59 billion generic drug industry. The study helps explain why patients generally prefer brand-name drugs, and why consumers think they are more effective than generic drugs, even though they have the same active ingredients. Glen Melnick is a health economics professor at USC.
Posted by Dana
