by Dan Ariely
If you assume that a firestorm must have followed this report, you’re right. When the study appeared on July 11, 2002, as the lead article in the New England Journal of Medicine, some doctors screamed foul and questioned the method and results of the study. In response, Dr. Moseley argued that his study had been carefully designed and carried out. “Surgeons . . . who routinely perform arthroscopy are undoubtedly embarrassed at the prospect that the placebo effect—not surgical skill—is responsible for patient improvement after the surgeries they perform. As you might imagine, these surgeons are going to great lengths to try to discredit our study.”
Regardless of the extent to which you believe the results of this study, it is clear that we should be more suspicious about arthroscopic surgery for this particular condition, and at the same time increase the burden of proof for medical procedures in general.
IN THE PREVIOUS chapter we saw that expectations change the way we perceive and appreciate experiences. Exploring the placebo effect in this chapter, we’ll see not only that beliefs and expectations affect how we perceive and interpret sights, tastes, and other sensory phenomena, but also that our expectations can affect us by altering our subjective and even objective experiences—sometimes profoundly so.
Most important, I want to probe an aspect of placebos that is not yet fully understood. It is the role that price plays in this phenomenon. Does a pricey medicine make us feel better than a cheap medicine? Can it actually make us physiologically better than a cheaper brand? What about expensive procedures, and new-generation apparatuses, such as digital pacemakers and high-tech stents? Does their price influence their efficacy? And if so, does this mean that the bill for health care in America will continue to soar? Well, let’s start at the beginning.
PLACEBO COMES FROM the Latin for “I shall please.” The term was used in the fourteenth century to refer to sham mourners who were hired to wail and sob for the deceased at funerals. By 1785 it appeared in the New Medical Dictionary, attached to marginal practices of medicine.
One of the earliest recorded examples of the placebo effect in medical literature dates from 1794. An Italian physician named Gerbi made an odd discovery: when he rubbed the secretions of a certain type of worm on an aching tooth, the pain went away for a year. Gerbi went on to treat hundreds of patients with the worm secretions, keeping meticulous records of their reactions. Of his patients, 68 percent reported that their pain, too, went away for a year. We don’t know the full story of Gerbi and his worm secretions, but we have a pretty good idea that the secretions really had nothing to do with curing toothaches. The point is that Gerbi believed they helped—and so did a majority of his patients.
Of course, Gerbi’s worm secretion wasn’t the only placebo in the market. Before recent times, almost all medicines were placebos. Eye of the toad, wing of the bat, dried fox lungs, mercury, mineral water, cocaine, an electric current: these were all touted as suitable cures for various ailments. When Lincoln lay dying across the street from Ford’s Theater, it is said that his physician applied a bit of “mummy paint” to the wounds. Egyptian mummy, ground to a powder, was believed to be a remedy for epilepsy, abscesses, rashes, fractures, paralysis, migraine, ulcers, and many other things. As late as 1908, “genuine Egyptian mummy” could be ordered through the E. Merck catalog—and it’s probably still in use somewhere today.14
Mummy powder wasn’t the most macabre of medicines, though. One seventeenth-century recipe for a “cure all” medication advised: “Take the fresh corpse of a red-haired, uninjured, unblemished man, 24 years old and killed no more than one day before, preferably by hanging, breaking on the wheel or impaling. . . . Leave it one day and one night in the light of the sun and the moon, then cut into shreds or rough strips. Sprinkle on a little powder of myrrh and aloes, to prevent it from being too bitter.”
We may think we’re different now. But we’re not. Placebos still work their magic on us. For years, surgeons cut remnants of scar tissue out of the abdomen, for instance, imagining that this procedure addressed chronic abdominal pain—until researchers faked the procedure in controlled studies and patients reported equal relief.15 Encainide, flecainide, and mexiletine were widely prescribed off-label drugs for irregular heartbeat—and were later found to cause cardiac arrest.16 When researchers tested the effect of the six leading antidepressants, they noted that 75 percent of the effect was duplicated in placebo controls.17 The same was true of brain surgery for Parkinson’s disease.18 When physicians drilled holes in the skulls of several patients without performing the full procedure, to test its efficacy, the patients who received the sham surgery had the same outcome as those who received the full procedure. And of course the list goes on and on.
One could defend these modern procedures and compounds by noting that they were developed with the best intentions. This is true. But so were the applications of Egyptian mummy, to a great extent. And sometimes, the mummy powder worked just as well as (or at least no worse than) whatever else was used.
The truth is that placebos run on the power of suggestion. They are effective because people believe in them. You see your doctor and you feel better. You pop a pill and you feel better. And if your doctor is a highly acclaimed specialist, or your prescription is for a new wonder drug of some kind, you feel even better. But how does suggestion influence us?
IN GENERAL, TWO mechanisms shape the expectations that make placebos work. One is belief—our confidence or faith in the drug, the procedure, or the caregiver. Sometimes just the fact that a doctor or nurse is paying attention to us and reassuring us not only makes us feel better but also triggers our internal healing processes. Even a doctor’s enthusiasm for a particular treatment or procedure may predispose us toward a positive outcome.
The second mechanism is conditioning. Like Pavlov’s famous dogs (that learned to salivate at the ring of a bell), the body builds up expectancy after repeated experiences and releases various chemicals to prepare us for the future. Suppose you’ve ordered pizza night after night. When the deliveryman presses the doorbell, your digestive juices start flowing even before you can smell the pie. Or suppose that you are snuggled up on the couch with your loved one. As you’re sitting there staring into a crackling fire, the prospect of sex releases endorphins, preparing you for what is to come next, and sending your sense of well-being into the stratosphere.
In the case of pain, expectation can unleash hormones and neurotransmitters, such as endorphins and opiates, that not only block agony but produce exuberant highs (endorphins trigger the same receptors as morphine). I vividly recall lying in the burn ward in terrible pain. As soon as I saw the nurse approaching, with a needle almost dripping with painkiller, what relief! My brain began secreting pain-dulling opioids, even before the needle broke my skin.
Thus familiarity may or may not breed contempt, but it definitely breeds expectations. Branding, packaging, and the reassurance of the caregiver can make us feel better. But what about price? Can the price of a drug also affect our response to it?
ON THE BASIS of price alone, it is easy to imagine that a $4,000 couch will be more comfortable than a $400 couch; that a pair of designer jeans will be better stitched and more comfortable than a pair from Wal-Mart; that a high-grade electric sander will work better than a low-grade sander; and that the roast duck at the Imperial Dynasty (for $19.95) is substantially better than the roast duck at Wong’s Noodle Shop (for $10.95). But can such implied difference in quality influence the actual experience, and can such influence also apply to objective experiences such as our reactions to pharmaceuticals?
For instance, would a cheaper painkiller be less effective than a more expensive one? Would your winter cold feel worse if you took a discount cold medicine than if you took an expensive one? Would your asthma respond less well to a generic drug than to the latest brand-name on the market? In other words, are drugs like Chinese food, sofas, blue jeans, and tools? Can we assume that high price means higher quality, and do our expectations transla
te into the objective efficacy of the product?
This is a particularly important question. The fact is that you can get away with cheaper Chinese food and less expensive jeans. With some self-control, we can usually steer ourselves away from the most expensive brands. But will you really look for bargains when it comes to your health? Putting the common cold aside for the moment, are many of us going to pinch pennies when our lives are at risk? No—we want the best, for ourselves, our children, and our loved ones.
If we want the best for ourselves, does an expensive drug make us feel better than a cheaper drug? Does cost really make a difference in how we feel? In a series of experiments a few years ago, that’s what Rebecca Waber (a graduate student at MIT), Baba Shiv (a professor at Stanford), Ziv Carmon, and I decided to find out.
IMAGINE THAT YOU’RE taking part in an experiment to test the efficacy of a new painkiller called Veladone-Rx. (The actual experiment involved about 100 adult Bostonians, but for now, we’ll let you take their place.)
You arrive at the MIT Media Lab in the morning. Taya Leary, a young woman wearing a crisp business suit (this is in stark contrast to the usual attire of the students and faculty at MIT), greets you warmly, with a hint of a Russian accent. A photo ID identifies Taya as a representative of Vel Pharmaceuticals. She invites you to spend a moment reading a brochure about Veladone-Rx. Glancing around, you note that the room looks like a medical office: stale copies of Time and Newsweek are scattered around; brochures for Veladone-Rx are spread out on the table; and nearby is a cup of pens, with the drug’s handsome logo. “Veladone is an exciting new medication in the opioid family,” you read. “Clinical studies show that over 92 percent of patients receiving Veladone in double-blind controlled studies reported significant pain relief within only 10 minutes, and that pain relief lasted up to eight hours.” And how much does it cost? According to the brochure, $2.50 for a single dose.
Once you finish reading the brochure, Taya calls in Rebecca Waber and leaves the room. Rebecca, wearing the white coat of a lab technician, with a stethoscope hanging from her neck, asks you a set of questions about your medical condition and your family’s medical history. She listens to your heart and measures your blood pressure. Then she hooks you up to a complicated-looking machine. The electrodes running from the machine, greased with a green electrode gel, encircle your wrists. This is an electrical shock generator, she explains, and it is how we will test your perception and tolerance of pain.
With her hand on the switch, Rebecca sends a series of electrical shocks through the wires and into the electrodes. The initial shocks are merely annoying. Then they become painful, more painful, and finally so painful that your eyes fly open and your heart begins to race. She records your reactions. Now she starts delivering a new set of electrical shocks. This time she administers a set of charges that fluctuate randomly in intensity: some are very painful and some merely irritating. Following each one, you are asked to record, using the computer in front of you, the amount of pain you felt. You use the mouse to click on a line that ranges from “no pain at all” to “the worst pain imaginable” (this is called a “visual pain analog”).
When this part of the torture ends, you look up. Rebecca is standing before you with a Veladone capsule in one hand and a cup of water in the other. “It will take about 15 minutes for the drug to reach its maximal effect,” she says. You gulp it down, and then move to a chair in the corner, where you look at the old copies of Time and Newsweek until the pill takes effect.
Fifteen minutes later Rebecca, smearing the electrodes with the same green electrode gel, cheerfully asks, “Ready for the next step?” You say nervously, “As ready as I can be.” You’re hooked up to the machine again, and the shocks begin. As before, you record the intensity of the pain after each shock. But this time it’s different. It must be the Veladone-Rx! The pain doesn’t feel nearly as bad. You leave with a pretty high opinion of Veladone. In fact, you hope to see it in the neighborhood drugstore before long.
Indeed, that’s what most of our participants found. Almost all of them reported less pain when they experienced the electrical shocks under the influence of Veladone. Very interesting—considering that Veladone was just a capsule of vitamin C.
FROM THIS EXPERIMENT, we saw that our capsule did have a placebo effect. But suppose we priced the Veladone differently. Suppose we discounted the price of a capsule of Veladone-Rx from $2.50 to just 10 cents. Would our participants react differently?
In our next test, we changed the brochure, scratching out the original price ($2.50 per pill) and inserting a new discount price of 10 cents. Did this change our participants’ reaction? Indeed. At $2.50 almost all our participants experienced pain relief from the pill. But when the price was dropped to 10 cents, only half of them did.
Moreover, it turns out that this relationship between price and placebo effect was not the same for all participants, and the effect was particularly pronounced for people who had more experience with recent pain. In other words, for people who had experienced more pain, and thus depended more on pain medications, the relationship was more pronounced: they got even less benefit when the price was discounted. When it comes to medicines, then, we learned that you get what you pay for. Price can change the experience.
INCIDENTALLY, WE GOT corroborating results in another test, a study we conducted one miserably cold winter at the University of Iowa. In this case we asked a group of students to keep track of whether they used full-price or discount medicines for their seasonal colds, and if so, how well those remedies worked. At the end of the semester, 13 participants said they’d paid list price and 16 had bought discount drugs. Which group felt better? I think you can guess by now: the 13 who paid the list price reported significantly better medical outcomes than the 16 who bought the medication at a discount. And so, in over-the-counter cold medication, what you pay is often what you get.
FROM OUR EXPERIMENTS with our “pharmaceuticals” we saw how prices drive the placebo effect. But do prices affect everyday consumer products as well? We found the perfect subject in SoBe Adrenaline Rush, a beverage that promises to “elevate your game” and impart “superior functionality.”
In our first experiment, we stationed ourselves at the entrance of the university’s gym, offering SoBe. The first group of students paid the regular price for the drink. A second group also purchased the drink, but for them the price was marked down to about one-third of the regular price. After the students exercised, we asked them if they felt more or less fatigued relative to how they normally felt after their usual workouts. Both groups of students who drank the SoBe indicated that they were somewhat less fatigued than usual. That seemed plausible, especially considering the hefty shot of caffeine in each bottle of SoBe.
But it was the effect of the price, not the effect of the caffeine, that we were after. Would higher-priced SoBe reduce fatigue better than the discounted SoBe? As you can imagine from the experiment with Veladone, it did. The students who drank the higher-priced beverage reported less fatigue than those who had the discounted drink.
These results were interesting, but they were based on the participants’ impressions of their own state—their subjective reports. How could we test SoBe more directly and objectively? We found a way: SoBe claims to provide “energy for your mind.” So we decided to test that claim by using a series of anagrams.
It would work like this. Half of the students would buy their SoBe at full price, and the other half would buy it at a discount. (We actually charged their student accounts, so in fact their parents were the ones paying for it.) After consuming the drinks, the students would be asked to watch a movie for 10 minutes (to allow the effects of the beverage to sink in, we explained). Then we would give each of them a 15-word puzzle, with 30 minutes to solve as many of the problems as they could. (For example, when given the set TUPPIL, participants had to rearrange it to PULPIT—or they would have to rearrange FRIVEY, RENCOR, and SVALIE to get . . . ).
We had already established a baseline, having given the word-puzzle test to a group of students who had not drunk SoBe. This group got on average nine of the 15 items right. What happened when we gave the puzzles to the students who drank SoBe? The students who had bought it at the full price also got on average about nine answers right—this was no different from the outcome for those who had no drink at all. But more interesting were the answers from the discounted SoBe group: they averaged 6.5 questions right. What can we gather from this? Price does make a difference, and in this case the difference was a gap of about 28 percent in performance on the word puzzles.
So SoBe didn’t make anyone smarter. Does this mean that the product itself is a dud (at least in terms of solving word puzzles)? To answer this question, we devised another test. The following message was printed on the cover of the quiz booklet: “Drinks such as SoBe have been shown to improve mental functioning,” we noted, “resulting in improved performance on tasks such as solving puzzles.” We also added some fictional information, stating that SoBe’s Web site referred to more than 50 scientific studies supporting its claims.
What happened? The group that had the full-price drinks still performed better than those that had the discounted drinks. But the message on the quiz booklet also exerted some influence. Both the discount group and the full-price group, having absorbed the information and having been primed to expect success, did better than the groups whose quiz cover didn’t have the message. And this time the SoBe did make people smarter. When we hyped the drink by stating that 50 scientific studies found SoBe to improve mental functioning, those who got the drink at the discount price improved their score (in answering additional questions) by 0.6, but those who got both the hype and the full price improved by 3.3 additional questions. In other words, the message on the bottle (and the quiz cover) as well as the price was arguably more powerful than the beverage inside.
