Monday, December 19, 2011

Take This Sugar Pill and Call Me in the Morning

"People behave according to context and circumstances. This is true with regard to medical or pharmaceutical treatment," explains Dr. Ofer Caspi, Director of the Integrative Medicine Section at the Rabin Medical Center, Beilinson Hospital. "People respond to the name of the medicine, its color, size and cost. The way medicine is taken has a big impact. Having a shot is more effective than taking a pill. A red shot is more effective than a colorless one; and an operation is considered the most effective treatment..." Prof. Rafael Gorodischer of the Patient Safety and Risk Management Unit at the Soroka Medical Center in Be'er Sheva, believes that "the expectation of success in treatment and the patient's motivation are related to effects of placebos. Another factor is classical 'Pavlovian' conditioning, as a result of a learning process." more

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