Masmira Kurniawati, - The Relationship Between Price Strategy and Placebo Effect. In: International Conference on Organizational Innovation (ICOI) 2015, 4-6 Agustus 2015, Yogyakarta, Indonesia.

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Abstract

Medicine is one of a very important products in a consumers’ life that have unique characteristics needed to be considered by the marketers. The effectiveness of medications that are often measured from the level of the patient's recovery emerged as a result of the effects of drug therapy and also the level of belief of the patient himself. This influence of these beliefs and stimulation are known as the placebo effect of the drug (Shiv, Carmon, & Ariely, 2005). This study attempts to demonstrate that marketing strategies, especially the pricing strategy, which is implemented by the manufacturer may cause the placebo effect on consumers. Pricing strategy used in this study is the high price vs. low price and normal price vs. discount price. Experiment design was used in this study with 120 participants.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Placebo, High Price, Low Price, Normal Price, Discount Price
Subjects:	H Social Sciences H Social Sciences > HD Industries. Land use. Labor > HD5701-6000.9 Labor market. Labor supply. Labor demand H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products
Divisions:	04. Fakultas Ekonomi dan Bisnis > Magister Manajemen
Creators:	Creators NIM Masmira Kurniawati, - NIDN0025037507
Depositing User:	Tn Sugeng Riyanto
Date Deposited:	09 Nov 2022 11:43
Last Modified:	09 Nov 2022 11:43
URI:	http://repository.unair.ac.id/id/eprint/118553
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