THE INFLUENCE OF COUNTRY OF ORIGIN ON THE CONSUMER AND THE PLACEBO EFFECT IN MARKETING

In medicine, we say that someone is under the placebo effect when their health improves after they were administrated a simulated treatment, without any curing powers. The placebo effect was extended to marketing and in the past several years many research studies have been made about this topic. There are many marketing factors that have a placebo effect on the consumer. In this article we review the existing literature about the influence that country of origin has on the consumer and the influence of other marketing factors, such as price and brand, on the consumer from the placebo perspective.