Tag Archives: Society and Culture

‘Branding acts like a placebo’

“Branding acts like a placebo. It changes consumer perception and, in turn, those perceptions alter the nature of the product.”

Read the fascinating story of Lieutenant Colonel Beecher here (as well as a commentary on the placebo effect in marketing).

A recent example? The internet recently has been alive with stories about research into the placebo effect and our apprehension of the quality of wine – and, perhaps worryingly for some, the brain functions which govern our actual experience of its taste! (Hint: higher price = higher quality).

Here’s a sample article: Why expensive wine appears to taste better: It’s the price tag. The authros point out:

“Price labels influence our liking of wine: The same wine tastes better to participants when it is labeled with a higher price tag. Scientists have discovered that the decision-making and motivation center in the brain plays a pivotal role in such price biases to occur. The medial pre-frontal cortex and the ventral striatum are particularly involved in this.”

“Placebo Politics”

So now we have ‘placebo politics’, meaning “elevating or reducing the status of this or that group through symbolic actions that won’t have much if any material impact on policy.” In this article the USA’s withdrawal from the Paris climate agreements is seen as placebo politics: it won’t make any difference because the agreement was only ever a voluntary one and it’s “already being flouted”. Why, then, invoke the placebo response? Perhaps … for votes at home?