The study that I will explain in this section represents a research made to demonstrate that marketing actions (pricing, for example) have the power to decrease the efficacy of the products to which they apply. In this case, placebo effect appears from expectations that the consumers have, a process that seemed to be not conscious. This study presents the impact that has a lower price for the consumers when they buy a product (such as an energy drink, designed to increase mental acuity) and shows that they might gain less benefit from consuming this product (for example they will solve fewer puzzles that usual) compared with the consumers that purchase and consume the same product with its regular price.Nocebo effects is the direct result of a psychosocial context or therapeutic environment on the mind, body and the brain of the patient. Both placebo and nocebo, are produced by multiple factors like verbal suggestions and paste experiences.