more expensive placebos are more effective!

From Susan Olasky in World...

According to a report in the Journal of the American Medical Association, patients respond better to more expensive placebos. In the study, researchers recruited subjects to test a new, faster-acting painkiller. They told half the patients that the drug cost $2.50 per pill and the other half that it had been discounted to $.10 a pill. About 85 percent of those taking the "more expensive" placebo said it reduced pain, while only 61 percent of those taking the "cheaper" placebo thought it was effective.