-  תקציר מפירסומי מרכז מחקר לשיווק ופרסום  -

 Branding Placebos: Brand Prestige Can Improve Product Efficacy

This research illustrates the power of reputation, such as that embodied in brand names, demonstrating that names can change objective product efficacy. Study participants facing a laring light were asked to read printed words as accurately and as quickly as they could, receiving compensation proportional to their performance. Those wearing sunglasses tagged Ray-Ban were able to read more quickly yet with fewer errors than those wearing sunglasses tagged Mango (a less prestigious brand) that were otherwise identical. Similarly, ear-muffs blocked noise more effectively, and chamomile tea improved mental focus more, when otherwise identical target products carried more reputable names.