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Until the late nineteenth century nearly all firms were small and family owned, and located in just one place.
Placebos
Substances with no therapeutic effect, often used as a control in testing new drugs, to assess the psychological impact of receiving treatment.
Nocebos
Refers to a detrimental health effect that results from negative expectations of the patient and is the counterpart to the placebo effect.
Placebo Response
A beneficial health outcome resulting from a person's expectation of treatment rather than from the actual treatment itself.
Expectancy
The anticipation or belief about what is likely to happen in the future.
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