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Price Plays Part in Perceived Power of Medication
Date:3/4/2008

o generics, maybe you need to pay a little more attention to the change and convey enthusiasm about these generic drugs. You can indicate that they are exactly the same as the drug they have been taking in the past -- they're better, because they don't cost as much," he said.

More information

For more on the placebo effect, visit the Creighton University School of Medicine.



SOURCES: Dan Ariely, Ph.D., behavioral economist, Duke University, Durham, N.C., and author, Predictably Irrational: The Hidden Forces That Shape Our Decisions; Daniel E. Moerman, Ph.D., William E. Stirton Professor of Anthropology, University of Michigan, Dearborn; March 5, 2008, Journal of the American Medical Association


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