Akimbo: A Podcast from Seth Godin

Don’t fear placebos (E)

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Aug 17, 2022
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INSIGHT

Brain Responds To Signals Not Words

  • Most of your brain doesn't process language; it responds to signals like emotion and expectation.
  • That nonverbal part learns from cues and drives placebo or nocebo responses.
ANECDOTE

Sugar Pills Nearly Caused Suicide

  • A depressed trial participant took 26 sugar pills believing they were antidepressants and nearly died.
  • Doctors stabilized him by revealing the pills were inert, showing belief drove his crisis.
INSIGHT

Placebo Effects Ratchet Up Over Time

  • Placebo effects ratchet up because we remember successes and ignore failures.
  • Each successful cue trains the brain to expect stronger results next time.
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