People experience both the good and bad effects of a drug more intensely when they think it’s expensive, a new study shows.
Research published in Science demonstrates that the perceived cost of a drug can amplify the ‘nocebo effect’ which is the experience of side effects from a medication with no actual therapeutic effects.
German researchers at University Medical Center Hamburg-Eppendorf applied a cream to the arms of their subjects and told them that one of the possible side effects was pain in the area.
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