More expensive placebos work better without shoes

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Researchers were looking to see if perceived quality had any effect on how the body reacted to the drug. Surprisingly, it did. The results, which were published in the journal Neurology , show a 9 percent overall improvement after taking the "expensive" placebo versus the "cheap" placebo.

Therefore, the researchers were able to determine that perceived quality, based on cost, is able to alter placebo response. The study found that after taking the "cheap" placebo, patients' brains were more active. The brain was less active after taking the "expensive" placebo. The researchers believe this brain activity is in direct correlation with the patient's perceived expectations of the pill. The patient is expecting the "expensive" placebo to work better, therefore, the body allows the pill to do its work.

However, the patient does not have as high of expectations for the "cheap" pill, so it is responding by doing more work itself. The research has interesting implications in the field of Neurology. Doctors may be able to use placebos to improve patients' symptoms and avoid more expensive and potentially toxic "real" drugs. In the study, 82 volunteers were subjected to a series of electric shocks — a standard research protocol for measuring pain thresholds.

They were then given a placebo pill alongside a fake drug company brochure for the fictitious drug "Veladone-Rx," — ostensibly a new fast-acting painkiller made in China. These modified brochures also included circled fine print which suggested that the pills were manufactured in China. After participants went through the shocks again, 85 percent in the full-price group reported pain relief from their sugar pill, while only 61 percent in the discount group reported pain relief.

In fact, people taking placebos for pain relief will secrete higher levels of the body's natural painkillers called endogenous opioids, said Ariely. Timothy A. Collins, associate clinical professor of neurology at Duke University Medical Center. A common reason to go after a brand-name drug is the popular saying "you get what you pay for.