The balanced placebo design by Marlatt and his colleagues has been used to measure

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The balanced placebo design is used to measure the expectancy effect of a substance. By providing participants with either real or fake doses of a substance (e.g. alcohol) while manipulating their belief about what they received (e.g. telling them they received alcohol or a placebo), researchers can examine how expectations and beliefs influence subjective experiences and behaviors. The design can be used to study a range of substances and behaviors, including alcohol consumption.

The Balanced Placebo Design by Marlatt and His Colleagues Has