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Title:Cultural differences on placebo effects elicited by pharmaceutical ads
Author(s):Xu, Jing
Advisor(s):Vargas, Patrick
Department / Program:Advertising
Degree Granting Institution:University of Illinois at Urbana-Champaign
Subject(s):Placebo effects
Cultural difference
Dialectical thinking propensity
Pharmaceutical ads
Abstract:Placebo and nocebo effects have been a widely concerning issue, as they describe the psychological factors influencing medication outcomes. Previous research mostly focused on how placebo and nocebo effects occur, offering explanations for their mechanisms. Individual differences, especially at the cultural level, are seldom discussed in relation to placebo/nocebo effects. In this paper I consider how cultural backgrounds might influence placebo and nocebo effects elicited by people’s processing of pharmaceutical advertisements. I proposed that cultural differences in people’s dialectical thinking propensity would influence their processing of conflicting information about drug effects contained in the ads. And I proposed that differential information processing would cause differences in people’s expectancies about the drugs’ effects. The hypotheses were not supported in the results. Possible reasons were discussed.
Issue Date:2017-09-27
Rights Information:Copyright 2017 Jing Xu
Date Available in IDEALS:2018-03-13
Date Deposited:2017-12

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