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There is a correlation found between the real and discounted price of a product, and the actual benefit observed through the belief as to its effectiveness. This article includes a discussion of theoretical background, managerial marketing, and the public policy caused by the findings.
Chapter 4 discusses the use of experiments "to rule out alternative explanations." This article agrees with the book that experiments are a good way to do this. However it is not so black and white. There are many variables in the experiments in this article. In the first experiment you do not know if you have accounted for all variables until the experiment is over...
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