“We expect small things to be lighter than big things, to get smaller as they move away from us, and to grow larger as they get nearer … Though seeing and hearing and touch seem simple and direct, they are not. They are fallible inferences based on knowledge and assumptions which may or may not be appropriate to the situation. Listen to a tape recording of an audience clapping. In the kitchen, it sounds like bacon frying. In the garden, it sounds like rain.” – Richard Gregory
Marketing and branding are all about creating instant meanings, and there is a lot to be learnt from how placebos work. This is not to argue that marketing is about ‘happy pills’, but rather that expectations matter and marketers need to think carefully about how expectations are created and linked to the things that people value.