‘I have therefore found it necessary to deny knowledge in order to make room for faith.’ —Kant


The present research provides empirical evidence that drug names may entail implicit promises about their therapeutic power. We asked people to evaluate the perceived efficacy and risk associated with hypothetical drug names and other secondary related measures. We compared opaque (without meaning), functional (targeting the health issue that the drug is meant to solve) and persuasive (targeting the expected outcome of the treatment) names. Persuasive names were perceived as more efficacious and less risky than both opaque and functional names, suggesting that names that target the expected outcome of the drug may bias the perception of risk and efficacy.

{ Applied Cognitive Psychology }

oil on canvas { Vincent van Gogh, Skull of a Skeleton with Burning Cigarette , 1886 }