Citation:
Moty Amar, Dan Ariely, Maya Bar-Hillel Ziv Carmon, and Chezy Ofir. “Brand Names Act Like Marketing Placebos”. Discussion Papers 2011. Web.
Abstract:
This research illustrates the power of reputation, such as that embodied in brand names, demonstrating that names can enhance objective product efficacy. Study participants facing a glaring light were asked to read printed words as accurately and as quickly as they could, receiving compensation proportional to their performance. Those wearing sunglasses tagged Ray-Ban made fewer errors, yet read more quickly, than those wearing the identical pair of sunglasses when tagged Mango (a less prestigious brand). Similarly, ear-muffs blocked noise more effectively, and chamomile tea improved mental focus more, when otherwise identical target products carried more reputable names.