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Efectul placebo al marcilor

Listed author(s):
  • Olivia Rusu


    (School of Marketing, Bucharest University of Economic Studies)

Registered author(s):

    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.

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    Article provided by Bucharest University of Economic Studies, School of Marketing in its journal Revista de Marketing Online (Journal of Online Marketing).

    Volume (Year): 5 (2011)
    Issue (Month): 1 (March)
    Pages: 98-107

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    Handle: RePEc:ase:journl:v:5:y:2011:i:1:p:98-107
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