Why placebo pills work even when you know they’re a placebo
They are far more potent than most people realise. The placebo effect is sometimes so strong that new drugs attempting to hit the market now must have demonstrable benefits beyond the capabilities of a placebo. So why aren't they used more often? Health psychologists Kari A. Leibowitz and Darwin A. Guevarra explore the paradigm of prescribing non-deceptive placebo pills and the lack of pharmaceutical incentive to promote this kind of treatment.