Why are placebos getting more effective?

“When new drugs are put on the market, clinical trials determine whether they perform better than inactive pills known as “placebos”. Research shows that over the last 25 years the difference in effectiveness between real drugs and these fake ones has narrowed – but more in the US than elsewhere. Are Americans really more susceptible to placebo effects, or is something else going on?”

http://www.bbc.com/news/magazine-34572482?mc_cid=bed065a83a&mc_eid=34e2887073

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