In theory, expectations are the engine of placebo, and they are inflated in many ways — even by subtle cues like the colour, size, or quantity of pills. A handful of big red pills seems like it really means business compared to a couple little white ones, and supposedly that will produce a bigger, better placebo response. This is a very useful idea, because it also amplifies placebo propaganda: if placebo is eerily powerful, then any alternative treatment can “work” just by impressing t...
