The phenomenon of the placebo effect has been known since ancient times. Scientific research in the field of medicine has been examining the placebo effect since the early 20th century. A few years ago, placebo effects were discovered as a subject of research in marketing science. Anja Fell focuses on product benefits as a central analytical concept of exchange processes and contrasts different concepts with the findings of placebo research in a marketing context. In two experimental studies, she demonstrates that the brand can also influence the effect of a product.