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Related Concept Videos

The Placebo Effect01:54

The Placebo Effect

The placebo effect occurs when people's expectations or beliefs influence or determine their experience in a given situation. In other words, simply expecting something to happen can actually make it happen.
Blind Procedures02:07

Blind Procedures

Ideally, the people who observe and record the children’s behavior are unaware of who was assigned to the experimental or control group, in order to control for experimenter bias. Experimenter bias refers to the possibility that a researcher’s expectations might skew the results of the study. Remember, conducting an experiment requires a lot of planning, and the people involved in the research project have a vested interest in supporting their hypotheses. If the observers knew which child was...
Purposive Learning01:22

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E. C. Tolman emphasized the purposiveness of behavior — the idea that much of our behavior is goal-directed. For instance, employees who aim for a promotion work diligently to meet their targets. Tolman argued that when classical conditioning and operant conditioning occur, the organism acquires certain expectations. In classical conditioning, a child might fear a dog because they expect it to bite. In operant conditioning, a person might consistently work overtime because they expect a bonus...
Classical Conditioning in Daily Life01:17

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Classical conditioning, a fundamental principle of associative learning, explains various phenomena observed in daily life, such as fear development, the placebo effect, taste aversion, and drug habituation. These applications demonstrate the profound impact of associative learning on human behavior and physiological responses.
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Incentive Theory: Pull Theory of Motivation01:18

Incentive Theory: Pull Theory of Motivation

Incentive theory, or the "pull theory" of motivation, suggests that external rewards primarily drive behavior. Individuals are motivated to engage in activities when they anticipate a desirable outcome. This is why people often work hard for promotions or study intensively to achieve high grades. These incentives can be tangible, physical rewards such as money or promotions, or intangible, non-physical rewards like praise and social recognition.
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Timing and Consequences on Behavior

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Related Experiment Video

Updated: Jul 13, 2026

How to Study Placebo Responses in Motion Sickness with a Rotation Chair Paradigm in Healthy Participants
08:50

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Published on: December 14, 2014

Individual differences in reward responding explain placebo-induced expectations and effects.

David J Scott1, Christian S Stohler, Christine M Egnatuk

  • 1Department of Psychiatry and Molecular and Behavioral Neuroscience Institute, The University of Michigan, Ann Arbor, MI 48109-0720, USA.

Neuron
|July 21, 2007
PubMed
Summary

Expectations influence behavior and placebo effects. The nucleus accumbens (NAC) dopamine release during placebo administration is linked to anticipated effects and placebo analgesia development.

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Area of Science:

  • Neuroscience
  • Psychology
  • Pharmacology

Background:

  • Expectations modulate behavior and are implicated in placebo effects, influencing perceptions and biological processes.
  • The nucleus accumbens (NAC) is a key brain region for processing reward expectation.

Purpose of the Study:

  • To investigate the role of the nucleus accumbens (NAC) in the formation of placebo responses.
  • To examine the relationship between NAC dopamine (DA) release, reward expectation, and placebo effects in humans.

Main Methods:

  • Functional molecular imaging and functional MRI (fMRI) were used in healthy human subjects.
  • Researchers measured NAC dopamine release and synaptic activity in response to placebo administration and monetary reward expectation.

Main Results:

  • Placebo administration activated NAC dopamine release, correlating with anticipated effects and perception-anticipation mismatches.
  • Monetary reward expectation increased NAC synaptic activity, proportionally linked to placebo-induced DA release and placebo effects.
  • Individual differences in NAC response to reward expectation explained 28% of the variance in placebo analgesia.

Conclusions:

  • The nucleus accumbens plays a critical role in the neural mechanisms underlying placebo effects.
  • Dopamine signaling in the NAC, driven by reward expectation, is a key factor in the development of placebo analgesia.