The psychological factors behind the placebo effect in medicine are, in fact, around us all the time. They shape nearly every decision we make as consumers, whether it is clicking to buy something on Amazon, or seizing upon a great deal at a thrift shop. In fact, modern economies rely heavily on a secret ingredient: Storytelling. When you buy a diamond ring, or you sell shares in a company, or you accept money in exchange for a service, you are trading in stories.
