Magazine article Psychology Today

Branded for Success

Magazine article Psychology Today

Branded for Success

Article excerpt

FOR ASPIRING athletes and novice performers, prepping for success may include hunting foratopshelf golf club, electric guitar, or pair of shoes. But it's not just superior design that gives performance tools their power: Just thinking that a particular brand's products are especially effective may have a kind of placebo effect, researchers have found.

In a series of studies reported in the Journal of Consumer Research, participants received nearly identical tools for skill tests in golf and math. The only difference: Half of the putters bore Nike labels, while half of the earplug sets given to test takers were said to have been made by3M. "If placebos can alter people's emotional states, we figured that could affect stress and anxiety in a way that could actually change performance," says the paper's co-author, Aaron Garvey, a marketing researcher at the University of Kentucky. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.