The present research documents a cure effect, whereby individuals are more likely to demand affordable prices when health treatments (e.g., drugs, medications, therapies) claim to eliminate (vs. reduce) disease symptoms. This preference for low-priced "cures" contradicts the fundamental premise of value-based pricing, which would expect individuals to tolerate higher prices for cures because they are putatively more effective and therefore more valuable. Five studies with over 2,500 participants provide robust evidence for the cure effect and show that it occurs because individuals judge a health treatment's acceptable price by focusing predominantly on its communal value rather than its market value. Given that cures are associated with maximal effectiveness, they are disproportionately endowed with communal value and more likely to yield price judgments that reflect concerns about universal access. (PsycInfo Database Record (c) 2023 APA, all rights reserved).

中文翻译：

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治愈效果：个人要求普遍获得声称可以消除疾病症状的健康治疗。

目前的研究记录了一种治愈效果，即当健康治疗（例如药物、药物、疗法）声称可以消除（而不是减少）疾病症状时，个人更有可能要求负担得起的价格。这种对低价“疗法”的偏好与基于价值的定价的基本前提相矛盾，即期望个人能够容忍更高的治疗价格，因为它们被认为更有效，因此更有价值。五项涉及超过 2,500 名参与者的研究为治疗效果提供了强有力的证据，并表明，这种治疗效果的发生是因为个人主要关注其公共价值而不是其市场价值来判断健康治疗的可接受价格。鉴于治疗方法与最大效果相关，它们被赋予了不成比例的公共价值，并且更有可能产生反映对普遍获得的担忧的价格判断。（PsycInfo 数据库记录 (c) 2023 APA，保留所有权利）。