The label can give (imaginary) wings: The Placebo Effect of Energy Drinks

Inhaltsangabe:Abstract:This study addresses the influence of energy drinks on concentration, examining in particular the impact of their stimulating ingredients (physiological effect) and product label (label/placebo effect) on objectively measured and perceived concentration. A 3 x 3 (beverage x product label) ? cross-factorial between-subjects design was applied. 364 students sampled a beverage, evaluated their perceived concentration at different points in time and completed a standardized concentration test after a latency of 30 minutes. While the beverage itself had neither an effect on perceived concentration nor on the concentration test results, perceived concentration was influenced by the product label. The relation between the product label and perceived concentration was partly mediated by expectations, which in turn were conditionally moderated by the global belief in the efficacy of energy drinks.Inhaltsverzeichnis:Table of Contents:Abstract2Zusammenfassung (German Abstract)3A.TheoryIntroduction4Energy Drinks as stimulant Drinks5Psychological Mechanisms influencing Product Performance8Theoretical Background9Empirical Evidence11Impact of the global Belief15B.MethodParticipants16Stimuli16Experimental Design and Procedure18Measures20Measurement of objectively measured Concentration21Measurement of perceived Concentration21Measurement of the global Belief22C.ResultsManipulation Checks23Analyses of Effects on Concentration23Preliminary Analyses23Impact of the Beverage24Impact of the Product Label26Indirect Effects of Expectations and the global Belief28Mediationg Role of Expectations29Global Belief as Moderator32D.DiscussionConclusions35Main Effects of the Beverage and the Product Label36Indirect Effects40Methodological Limitations and further Research43Closing Remarks45References46Author?s Note54Table 155Figure Captions56Textprobe:Text Sample:Chapter ?Empirical Evidence?:There is a wide range of empirical evidence revealing the influence of external cues on product evaluation, thereby proving the existence of the labeling effect. In one of the most popular studies on the influence of a label on taste-related judgments Allison & Uhl (1964) asked beer drinkers to rate different kinds of beer. In a blind test ratings did not vary amongst the different beers, but when the beers were labeled subjects gave the one they usually prefer higher ratings, these being […]