Last week’s post on marketing took me in an interesting turn this week. I stumbled on an article on NPR highlighting a past but very provocative study that I’ve been toying with for a couple of days now. Having spent years researching the placebo effect, Alia Crum, a clinical psychologist and researcher for Columbia Business School, was intrigued by the possibility that food could also be subject to certain physical placebo-generated outcomes. She wondered if our beliefs about a food or drink could influence the effects it physically elicited in us. After all, if what we believed about a sugar pill could make a measurable difference in our physiological functioning, why would a food product be any different? And on that note, weren’t we all being constantly fed (pardon the pun) elaborate messages about the food we bought? Did the variety of labels and claims somehow weave themselves in our mental fabric enough to not only impact our consumer behavior but maybe our body’s responses themselves?