The Drug Manufacturer Merck Recently Stopped Testing a Promising New

question 38

Multiple Choice

The drug manufacturer Merck recently stopped testing a promising new drug to treat depression. It turned out that in a randomized, double-blind trial a dummy pill did almost as well as the new drug. The fact that many people respond to a dummy treatment is called

• A) confounding.
• B) nonresponse.
• C) comparison.
• D) the placebo effect.

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Definitions:

Consumer Preferences

The subjective tastes and likes that dictate the choices made by consumers regarding products or services.

Early Adopters

Individuals or businesses who start using a new product, service, or technology soon after it is launched, before the majority of the population does.

Laggards

Consumers who like to avoid change and rely on traditional products until they are no longer available.

Trialability

The extent to which a product can be tested or used on a limited basis before making a purchase decision.