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Efectul placebo al marcilor


  • Olivia Rusu

    () (School of Marketing, Bucharest University of Economic Studies)


In medicina, efectul placebo denumeste imbunatatirea starii pacientului la administrarea unui tratament simulat, fara nici o putere de vindecare cunoscuta. Conceptul a fost extrapolat in marketing, realizandu-se in ultimii ani cateva studii in aceasta directie. Articolul de fata prezinta rezultatele obtinute pana acum, in literatura de specialitate si concluziile unui experiment cu apa plata, in cadrul caruia s-a testat posibilitatea producerii efectului placebo asupra consumatorului, atunci cand marca insoteste vizibil unul dintre produse.

Suggested Citation

  • Olivia Rusu, 2011. "Efectul placebo al marcilor," Revista de Marketing Online (Journal of Online Marketing), Bucharest University of Economic Studies, School of Marketing, vol. 5(1), pages 98-107, March.
  • Handle: RePEc:ase:journl:v:5:y:2011:i:1:p:98-107

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    More about this item


    efect placebo; marca; produs; comunicare de marketing; placebo effect; branding; product; marketing communications;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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