Bizarre study shows that advertising improves effectiveness of drugs

A group of University of Chicago scientists conducted an experiment to see how well Claritin ads affected the antihistamine ’s effectiveness . In the abstract for the Proceedings of the National Academy of Science paper where they enter their issue , the writer spell :

But what ’s really interesting to contemplate is whether this think that we should start prescribing advertising along with drugs . Over at In the Pipeline , chemist and pharma researcher Derek Lowe asks some compelling questions along these lines :

To his last dubiousness , we already have a partial answer at least , from study instereotype fusee . Stereotype priming is sort of the placebo of the interpersonal psychology reality . The classic example of stereotype priming comes from experiment where investigator give a math test to a room full of people , but first assure them that charwoman execute far worse than men do on math trial . The women who take the test then performed badly , on average . But when , under the same conditions , the researchers tell a elbow room full of people that cleaning woman do specially well on math tests , the woman performed far better on average . Further experiment have shown that stereotype ground only works when people do n’t realize they are being primed .

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