This article presents a study on the influence of nonconsciousness expectations about the relationship between price and quality on consumers in a placebo-like manner. Even when the price paid for a good has no relationship to its quality, consumers' nonconscious beliefs about the price-quality relationship change their experience with the good. In marketing, a placebo might be a brand that claims to have properties that it does not actually possess and, through such claims, changes the consumer's behavior. In the study, the importance of motivation is reported as a driver of marketing placebo effects