2008 - Medicine

DescriptionDan Ariely of Duke University for demonstrating that high-priced fake medicine is more effective than low-priced fake medicine..
Reference"Commercial Features of Placebo and Therapeutic Efficacy" Rebecca L. Waber; Baba Shiv; Ziv Carmon; Dan Ariely, Journal of the American Medical Association, March 5, 2008; 299: 1016-1017.
WinnersBaba Shiv
WinnersDan Ariely
WinnersRebecca L. Waber
WinnersZiv Carmon