In our previous blog, Joanneke talked about various environmental and psychosocial factors that may explain the placebo response. In this episode, Derren Brown shows you that the placebo effect is not only about 'believing in a little blue pill'. Instead, the social context plays an important role in reinforcing beliefs about the treatment. Factors that reinforce expectations are, for instance, the environment (e.g., medical center) and a doctor explaining why the treatment works.