A new study published in the American Medical Association has a new and astonishing demonstration of just how much your perception becomes your reality when it comes to prices. People in the study thought they were trying out a new kind of pain med. Instead, they got sugar pills. However, some were told their sugar pills cost $2.50, and the others were told the pills cost $0.10. People with the “pricey” sugar pill had their pain reduced much more than the “cheap” sugar pill. Does this mean that price alone pays for itself?
