Sports brands improve performance by causing a placebo effect

Startling Brands Future Trends Brand Placebo Trend Forecasting Illustration by Mario Dzurila

Sports brands are not just about design, material, and sophisticated engineering. They also improve consumers performance  by creating a placebo effect, according to the research by Department of Marketing in the University of Notre Dame’s Mendoza College of Business. In their study, participants who were given well-known and high-quality brand products performed better in sports activities than those who were given un-branded sports gear. Interestingly, this effect is much stronger for beginners, who have self-doubt and anxiety. Seasoned professionals remained mostly unaffected.

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