The placebo effect is fascinating.
I came across that piece of research on a pretty damn interesting New Scientist article called 13 things that do not make sense:
I remember hearing on the radio about people who were given wine samples. There were 2 to try, which were in fact the same, but the testers were told that one was different and more expensive than the other. If I recall correctly, at least 90% said they liked the more expensive one better.
I've been saying it for years. Conisseurism was a scam invented by the wine industry. It's all the same crap, but no one is willing to admit it. The emperor has no fruity full-bodied aroma with hints of oak and cinnamon.
I know someone who thinks that advil works much better than the generic brand, same chemicals and all, so this sugestion does have credibility