Placebo effect associated to artistic products; the case of poetry
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Published
18-09-2018
José Antonio Martínez
Abstract
This research finds unambiguous evidence about the existence of the placebo effect in the evaluation of an artistic product, such as a poem. After applying different methods and under disparate test situations, results indicate that the name of the author who signs the poem significantly influence the subjective valuation people achieve. Therefore, this study provides an answer to the question: may a literary work be judged in a different manner depending on the person who signs that artistic piece? Results derived from this research clearly show the prevalence of this effect, so that a poem is evaluated more favorably when the reader believes that it has been written by a well-known poet than when the reader thinks the poem is anonymous. Consequently, the brand name influences the product perception. However, the placebo effect decreases when highly experienced people evaluate the product. The implications for the marketing literature and for the editorial industry are finally discussed.
How to Cite
Martínez, J. A. (2018). Placebo effect associated to artistic products; the case of poetry. Cuadernos De Gestión, 14(1), 127–146. https://doi.org/10.5295/cdg.130413jm
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Keywords
placebo effect, expectations, artistic product, poetry
References
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Dawes, R.M., Singer, D. and Lemons, F., 1972. An experimental analysis of the contrast effect and its implications for intergroup communication and the indirect assessment of attitude. Journal of Personality and Social Psychology, 21, 281-295.
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Ferrari, S.L.P. and Cribari-Neto, F., 2004. Beta regression for modeling rates and proportions. Journal of Applied Statistics, 31, 799–815.
Gómez, T. 2002. Imágenes de la mujer en la España de finales del XIX: santa, bruja o infeliz ser abandonado. Ciberletras. Revista de crítica literaria y de cultura, 6, disponible en: http://www.lehman.cuny.edu/ciberletras/v06/gomeztrueba.html.
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Hovland, C.I., Harvey, O.J. and Sherif, M., 1957. Assimilation and contrast effects in reactions to communication and attitude change. Journal of Abnormal and Social Psychology, 55 (2), 244-252
Irmak, C., Block, L.G. and Fitzsimons, G.J., 2005. The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work. Journal of Marketing Research, 42 (4), 383–393.
Johnson, M. and Fornell, C., 1991. A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12, 267-286.
Kunda, Z., 1999. Social Cognition: Making Sense of People. MIT Press.
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Morgan, R.M. and Hunt, S.D., 1994. The commitment trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.
Newell, S.J. and Goldsmith, R.E., 2001. The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235-247.
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Parasuraman, A., Zeithaml V. and Berry L., 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 35-48.
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Shiv , B., Carm on, Z. and Dan Ari ely, D., 2005. Placebo Effects of Marketing Actions: Consumers May Get What They Pay For. Journal of Marketing Research, 42 (4), 383–393.
Smithson, M.J. and Verkuilen, J., 2006. A better lemon squeezer? Maximum likelihood regression with beta-distributed dependent variables, Psychological Methods, 11, 54–71.
Spanos, A., 2007. Curve fitting, the reliability of inductive inference, and the error- statistical approach. Philosophy of Science, 74, 1046–1066.
Stewart-Williams, S. and Podd, J., 2004. The Placebo Effect: Dissolving the Expectancy Versus Conditioning Debate. Psychological Bulletin, 130 (2), 324–340.
Von Hippel, W. and Trivers, R., 2011. The evolution and psychology of self-deception. Behavioral & Brain Sciences, 34, 1-56.
Wilcox, R.R. 2010. Fundamentals of Modern Statistical Methods: Substantially Improving Power and Accuracy. 2nd Ed. New York: Springer,
Wright, S.A., da Costa, J.M., Sundar, A., Dinsmore, J. and Kardes, F.K., 2013. If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect. International Journal of Research in Marketing, 30, 197–198.
Zeithaml, V., 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (Julio), 2-22.
Zhang, T. and Zhang, D., 2007. Agent-based simulation of consumer purchase decision-making and the decoy effect. Journal of Business Research, 60, 912-922.
Zurro , J. 2013. Escritores tras la máscara: el seudónimo vuelve a las librerías. Elconfidencial.com. Disponible en http://www.elconfidencial.com/cultura/2013/07/22/escritores-tras-la-mascarael-seudonimo-vuelve-a-las-librerias-125233 [Acceso 29 Noviembre 2013].
Algina, J., Keselman, H.J. and Penfield, R.D., 2006. Confidence intervals for an effect size when variances are not equal. Journal of Modern Applied Statistical Methods, 5, 2-13.
Allison, R.I. and Uhl, K.P., 1964. Influence of Beer Brand Identification on Taste Perception. Journal of Marketing Research, 1 (3), 36–39.
Anderson, E.W. and Sullivan, M.W., 1993. The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12 (2), 125-143
Anderson, E.W., Fornell, C. and Lehmann, D. R., 1994. Customer satisfaction, market share, and profitability: findings from Sweden. Journal of Marketing, 58 (3), 53-66.
Dawes, R.M., Singer, D. and Lemons, F., 1972. An experimental analysis of the contrast effect and its implications for intergroup communication and the indirect assessment of attitude. Journal of Personality and Social Psychology, 21, 281-295.
Elcorreo.com. 2011. ¿Ágatha Ruiz de la Prada, Kukuxumusu o Mike Nedo? Elcorreo.com. Disponible en: http://www.elcorreo.com/vizcaya/20110615/mas-actualidad/cultura/agatha-ruiz-pradamike-201106151328.html [Acceso 10 Enero 2013]
Elmundo.es. 2003. Unos desconocidos cuelgan un cuadro en el Guggenheim Bilbao. Elmundo.es. Disponible en: http://www.elmundo.es/elmundo/2003/02/06/cultura/1044545017.html [Acceso 10 Enero 2013]
Enck, P. and Klosterhalfen, S., 2009. The story of O--is oxytocin the mediator of the placebo response? Neurogastroenterol Motil, 21 (4), 347-350.
Ferrari, S.L.P. and Cribari-Neto, F., 2004. Beta regression for modeling rates and proportions. Journal of Applied Statistics, 31, 799–815.
Gómez, T. 2002. Imágenes de la mujer en la España de finales del XIX: santa, bruja o infeliz ser abandonado. Ciberletras. Revista de crítica literaria y de cultura, 6, disponible en: http://www.lehman.cuny.edu/ciberletras/v06/gomeztrueba.html.
Hardin, J.W. and Hilbe, J.M., 2012. Generalized Linear Models and Extensions, Third ed. StataChapman & Hall/CRC
Hovland, C.I., Harvey, O.J. and Sherif, M., 1957. Assimilation and contrast effects in reactions to communication and attitude change. Journal of Abnormal and Social Psychology, 55 (2), 244-252
Irmak, C., Block, L.G. and Fitzsimons, G.J., 2005. The Placebo Effect in Marketing: Sometimes You Just Have to Want It to Work. Journal of Marketing Research, 42 (4), 383–393.
Johnson, M. and Fornell, C., 1991. A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12, 267-286.
Kunda, Z., 1999. Social Cognition: Making Sense of People. MIT Press.
Lau, J.Y.F., 2011. An introduction to critical thinking and creativity: think more, think better. New York: John Wiley & Sons.
Macedo, A., Farre, M. and Banos, J.E., 2003. Placebo effect and placebos: What are we talking about? Some conceptual and historical considerations. European Journal of Clinical Pharmacology, 59 (4), 337-342.
McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M. and Montague, P.R., 2004. Neural Correlates of Behavioral Preference for Culturally Familiar Drinks, Neuron, 44 (2), 379–387.
Mohr, J.J. and Spekman, R., 1994. Characteristics of partnership success: partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15, 135-152.
Montgomery, G., and Kirsch, I., 1996. Mechanisms of Placebo Pain Reduction: An Empirical Investigation. Psychological Science, 7, 174-176.
Morgan, R.M. and Hunt, S.D., 1994. The commitment trust theory of relationship marketing. Journal of Marketing, 58 (3), 20-38.
Newell, S.J. and Goldsmith, R.E., 2001. The development of a scale to measure perceived corporate credibility. Journal of Business Research, 52, 235-247.
Oliver, R.L. and De Sarbo, W., 1988. Response determinants in satisfaction judgments, Journal of Consumer Research, 14, 495-507
Papke, L.E. and Wooldridge, J.M., 1996. Econometric Methods for Fractional Response Variables with an Application to 401(k) Plan Participation Rates. Journal of Applied Econometrics, 11 (6), 619–632.
Parasuraman, A., Zeithaml V. and Berry L., 1985. A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 35-48.
Punset, E., 2010. Viaje a las emociones. Ediciones Destino: Barcelona..
Set ó, D., 2003. La influencia de la calidad de servicio, la imagen, la satisfacción y la confianza en la fidelidad del cliente. Revista Española de Investigación de Marketing ESIC, 7 (1), 27-55.
Shiv , B., Carm on, Z. and Dan Ari ely, D., 2005. Placebo Effects of Marketing Actions: Consumers May Get What They Pay For. Journal of Marketing Research, 42 (4), 383–393.
Smithson, M.J. and Verkuilen, J., 2006. A better lemon squeezer? Maximum likelihood regression with beta-distributed dependent variables, Psychological Methods, 11, 54–71.
Spanos, A., 2007. Curve fitting, the reliability of inductive inference, and the error- statistical approach. Philosophy of Science, 74, 1046–1066.
Stewart-Williams, S. and Podd, J., 2004. The Placebo Effect: Dissolving the Expectancy Versus Conditioning Debate. Psychological Bulletin, 130 (2), 324–340.
Von Hippel, W. and Trivers, R., 2011. The evolution and psychology of self-deception. Behavioral & Brain Sciences, 34, 1-56.
Wilcox, R.R. 2010. Fundamentals of Modern Statistical Methods: Substantially Improving Power and Accuracy. 2nd Ed. New York: Springer,
Wright, S.A., da Costa, J.M., Sundar, A., Dinsmore, J. and Kardes, F.K., 2013. If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect. International Journal of Research in Marketing, 30, 197–198.
Zeithaml, V., 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52 (Julio), 2-22.
Zhang, T. and Zhang, D., 2007. Agent-based simulation of consumer purchase decision-making and the decoy effect. Journal of Business Research, 60, 912-922.
Zurro , J. 2013. Escritores tras la máscara: el seudónimo vuelve a las librerías. Elconfidencial.com. Disponible en http://www.elconfidencial.com/cultura/2013/07/22/escritores-tras-la-mascarael-seudonimo-vuelve-a-las-librerias-125233 [Acceso 29 Noviembre 2013].
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