Expensive pills are more effective than cheap ones, even when they’re both identical placebos, according to a recent study published in the Journal of the American Medical Association, and reported on the website Science a Go Go. Participants in the study were given light electric shocks and were asked to report on pain levels before and after taking the placebos. Half of the participants were told they received pills that cost $2.50 and half were told the pills cost 10 cents. Of the patients given the “cheap” pills, 60 percent reported a reduction in pain, while an overwhelming 85 percent reported less pain after taking the “expensive” pills.
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