Fascinating Study

A recent study published in the Journal of the American Medical Association found that people had better results from a medication when they believed that it cost more. The finding emerged from a randomized, blinded study, in which 82 healthy paid volunteers were given what they were told was a new opioid and asked to rate its effect on painful electric shocks. In fact, the volunteers were all given the same placebo, but some were told its price was $2.50 a pill and others were told the cost was discounted to 10 cents a pill, the researchers reported.

Those who got the perceived expensive pill had significantly greater pain reduction than those who thought they were getting the cheaper version.

This study is fascinating to me - it illustrates clearly that what we believe creates our experience.

Sources:
Journal of the American Medical Association
Source reference:
Waber RL, et al. "Commercial features of placebo and therapeutic efficacy." JAMA 2008; 299(9): 1016-17.

A placebo Effect for Pricey Placebos in Placating Pain
By Michael Smith, North American Correspondent, MedPage Today
Published: March 04, 2008
Reviewed by Zalman S. Agus, MD; Emeritus Professor
University of Pennsylvania School of Medicine.

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