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They propose that the placebo, which may be unethical, could be avoided entirely if doctors comfort and encourage their patients' health.

Under this definition, a wide variety of things can be placebos and exhibit a placebo effect.

According to this theory, the belief that one has received an active treatment can produce the subjective changes thought to be produced by the real treatment.

Placebos can act similarly through classical conditioning, wherein a placebo and an actual stimulus are used simultaneously until the placebo is associated with the effect from the actual stimulus.

In drug testing and medical research, a placebo can be made to resemble an active medication or therapy so that it functions as a control; this is to prevent the recipient(s) and/or others from knowing (with their consent) whether a treatment is active or inactive, as expectations about efficacy can influence results.

This psychological phenomenon, in which the recipient perceives an improvement in condition due to personal expectations, rather than the treatment itself, is known as the placebo effect or placebo response.

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