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This research investigates the placebo effects of price and brand on consumer judgment and focuses on how two psychological moderators, deliberation thinking and self-confidence, influence the placebo-like effects. Two experiments were conducted. The results show that although different prices and brands on the same product would not influence consumers' taste evaluation, they would affect participants' grades in the memory test. That means there is a placebo effect on price/brand cues. Thedoi:10.4236/tel.2012.23048 fatcat:p66hb72tprbh7hfh74wbeo3in4