In 2012, Erkki Leppänen authored a book about the placebo effect in consumer marketing. The original Finnish title raised so much interest and discussion that the book has been revised and rewritten in English. The key argument of the book is that consumers don’t make rational purchase decisions. Their expectations, experiences, worldview and emotions determine which brand they buy. If marketers can create a positive placebo effect for their products and services, consumers are more likely to choose the brand.

’Placebo Is for Real – How to apply the placebo effect to consumer marketing’ is available on Amazon Kindle Store, Apple iBookstore, Kobo, and on many other book stores across the world.