It is no secret that consumers often perceive a price-quality relationship, attributing higher quality to products for which they pay more. A large body of pricing research supports the existence of this phenomenon and it is not hard to find personal examples. But what happens when price is compared to objective quality as measured by say, Consumer Reports? Strangely, the relationship between price and quality almost completely disappears. Why? New research points to a placebo action in marketing whereby self-fulfilling expectations could lead lower priced products to perform worse. In other words the quality you get may be related to what you pay because you (unconsciously, it appears) deem it so.