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predictably irrational the hidden forces that shape our decisions phần 8

với gel điện cực cùng một màu xanh lá cây, vui vẻ hỏi: "Sẵn sàng cho bước tiếp theo?" Bạn lo lắng nói, "sẵn sàng như tôi có thể được." Bạn nối máy một lần nữa, và những cú sốc được gin. Trước đây, bạn ghi lại cường độ của cơn đau sau cú sốc mỗi. Nhưng lần này nó khác nhau. Nó phải được x VeladoneR Cơn đau không cảm thấy gần như là xấu. | the power of price with the same green electrode gel cheerfully asks Ready for the next step You say nervously As ready as I can be. You re hooked up to the machine again and the shocks begin. As before you record the intensity of the pain after each shock. But this time it s different. It must be the Veladone-Rx The pain doesn t feel nearly as bad. You leave with a pretty high opinion of Veladone. In fact you hope to see it in the neighborhood drugstore before long. Indeed that s what most of our participants found. Almost all of them reported less pain when they experienced the electrical shocks under the influence of Veladone. Very interesting considering that Veladone was just a capsule of vitamin c. From this experiment we saw that our capsule did have a placebo effect. But suppose we priced the Veladone differently. Suppose we discounted the price of a capsule of Velạdone-Rx from 2.50 to just 10 cents. Would our participants react differently In our next test we changed the brochure scratching out the original price 2.50 per pill and inserting a new discount price of 10 cents. Did this change our participants reaction Indeed. At 2.50 almost all our participants experienced pain relief from the pill. But when the price was dropped to 10 cents only half of them did. Moreover it turns out that this relationship between price and placebo effect was not the same for all participants and the effect was particularly pronounced for people who had more experience with recent pain. In other words for people who had experienced more pain and thus depended more on pain medications the relationship was more pronounced 183 predictably irrational they got even less benefit when the price was discounted. When it comes to medicines then we learned that you get what you pay for. Price can change the experience. Incidentally we got corroborating results in another test a study we conducted one miserably cold winter at the University of Iowa. In this case we asked a group of .