Enhancing treatment effectiveness through social modelling: A pilot study. Issue 5 (4th May 2017)

• Record Type: Journal Article
• Authors: Faasse, Kate; Perera, Anna; Loveys, Kate; Grey, Andrew; Petrie, Keith J.
• Is Part Of: Psychology & health. Volume 32:Issue 5(2017)
• Page Start: 626
• Page End: 637
• Publication Date: 2017-05-04
• Subjects: placebo -- treatment efficacy -- social observational learning -- social modelling -- heart rate -- anxiety; Clinical health psychology -- Periodicals; Attitude to Health -- Periodicals; Public Opinion -- Periodicals; Psychology -- Periodicals; 150
• DOI: 10.1080/08870446.2017.1293056
• Languages: English
• ISSNs: 0887-0446

Abstract

Abstract : Objective: Medical treatments take place in social contexts; however, little research has investigated how social modelling might influence treatment outcomes. This experimental pilot study investigated social modelling of treatment effectiveness and placebo treatment outcomes. Design: Fifty-nine participants took part in the study, ostensibly examining the use of beta-blockers (actually placebos) for examination anxiety. Participants were randomly assigned to observe a female confederate report positive treatment effects (reduced heart rate, relaxed, calm) or feeling no different. Main outcome measures: Heart rate, anxiety and blood pressure were assessed, as were symptoms and attributed side effects. Results: Heart rate decreased significantly more in the social modelling compared to control condition, p = .027 ( d = .63), and there were trends towards effects in the same direction for both anxiety, p = .097 ( d = .46), and systolic blood pressure, p = .077 ( d = .51). Significant pre-post placebo differences in heart rate, anxiety and diastolic blood pressure were found in the social modelling group, p s < .007 ( d s = .77–1.37), but not the control condition, p s > .28 ( d s = .09–.59). Conclusions: Social observation of medication effectiveness enhanced placebo effectiveness in heart rate, and showed a trend towards enhancing treatment effectiveness in both anxiety and systolic blood pressure. Social modelling may have utility in enhancing the effectiveness of many active medical treatments.