BenedettiF. (2008). Mechanisms of placebo and placebo related effects across diseases and treatments. Annual Review of Pharmacology and Toxicology, 48, 33–60.
BlackwellR.BloomfieldS. S.BuncherC. R. (1972). Demonstration to medical students of placebo responses and non-drug factors. The Lancet, 299, 1279–1282.
4.
BranthwaiteA.CooperP. (1981). Analgesic effects of branding in treatment of headaches. British Medical Journal, 282, 1576–1578.
5.
BuckalewL. W.CoffieldK. E. (1982). An investigation of drug expectancy as a function of capsule color and size and preparation form. Journal of Clinical Psychopharmacology, 2, 245–248.
6.
BuckalewL. W.CoffieldK. E. (2013). An investigation of drug expectancy as a function of capsule color and size and preparation form. In MillerP. G.CollocaL.CrouchR. A.KaptchukT. J. (Eds.), The placebo: A reader (pp. 112–115). Baltimore, MD: Johns Hopkins University Press.
7.
Central Council of Homeopathy. (2015). Number of colleges and students in homeopathy in India. Retrieved from http://www.cchindia.com/colleges.htm
8.
de CraenA. J. M.RoosP. J.de VriesA. L.KleijnenJ. (1996). Effect of color of drugs: Systematic review of perceived effect of drugs and their effectiveness. British Medical Journal, 313, 1624–1626.
9.
EisenbergL. (1977). Disease and illness. Culture, Medicine, and Psychiatry, 1, 9–23.
10.
HróbjartssonA.GøtzscheP. C. (2001). Is the placebo powerless? An analysis of clinical trials comparing placebo with no treatment. New England Journal of Medicine, 344, 1594–1602.
11.
HróbjartssonA.GøtzscheP. C. (2004). Is the placebo powerless? Update of a systematic review with 52 new randomized trials comparing placebo with no treatment. Journal of Internal Medicine, 256, 91–100.
12.
KleinmanA. (1980). Patients and their healers in the context of their culture. Berkeley: University of California Press.
13.
MaddenT. J.HewettK.RothM. S. (2000). Managing images in different cultures: A cross-national study of color meanings and preferences. Journal of International Marketing, 8, 90–107.
14.
MoermanD. E. (2000). Cultural variations in the placebo effect: Ulcers, anxiety and blood pressure. Medical Anthropology Quarterly, 14, 51–72.
15.
NinnemannK. M. (2012). Variability in the efficacy of psychopharmaceuticals: Contributions from pharmacogenomics, ethnopsychopharmacology and psychological and psychiatric anthropologies. Culture, Medicine, and Psychiatry, 36, 10–25.
16.
OuL.-C.LuoM. R.WoodcockA.WrightA. (2004). A study of colour emotion and colour preference. Part I: Colour emotions for single colours. Color Research & Application, 29, 232–240.
PriceD. D.FinnissD. G.BenedettiF. (2008). A comprehensive review of the placebo effect: Recent advances and current thought. Annual Review of Psychology, 59, 565–590.
19.
ThompsonJ. J.RitenbaughC.NichterM. (2009). Reconsidering the placebo response from a broad anthropological perspective. Culture, Medicine, and Psychiatry, 33, 112–152.
20.
ZentnerM. R. (2001). Preferences for colours and colour-emotion combinations in early childhood. Developmental Science, 4, 389–398.