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It seems that the same theory might be applied to the placebo effect — what doctors call the reaction when someone takes a sugar pill and feels better, even though there was no medicine involved in the process.
Researchers tested 82 volunteers who were given a non-narcotic pain killer. Half were given a brochure describing the pill as a newly approved pain killer that costs $2.50 per dose, and half were given a pill and told it cost just a few pennies.
Up to 85% of the volunteers who thought they were getting the $2.50 pill said they felt less pain after taking it, compared to 61% who thought they were getting a discounted drug.
In reality, neither pill was designed to have an impact on pain.