PLACEBO MARKETING TOWARDS CONSUMER EXPECTATION AND PRODUCT INTEGRITY AMONG HEALTH SUPPLEMENTS USERS IN CAVITE

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The study aimed to determine the placebo marketing towards consumer expectation and product integrity among health supplement users in Cavite. This also determines the participants' perception of placebo effect marketing in their consumer expectation about the performance and reliability of the product, ease of use, value for money, and emotional connection towards its consumers. The participant's perception of placebo effect marketing on product integrity in terms of transparency and expectation versus reality. It employed a descriptive-correlational research design using a survey questionnaire administered through Google Forms, considering 120 health supplement users in Cavite. For this study, the researcher also used statistical methods including frequency distribution, mean, percentage, and standard deviation. A Likert scale that used to assess participants' perceptions of marketing strategies and their influence on health supplement use and expectations. Results show that the participants towards the placebo marketing strategies have effectively created a positive initial impression among health supplement users in Cavite. These strategies, such as professional endorsements, scientific language, and attractive packaging, make products seem reliable and valuable. This means that while marketing can create strong first impressions, it is difficult to keep these impressions once the product is used. Results also show a gap between what the marketing promises and what the products actually deliver and to keep consumers' trust and uphold the brand's integrity, companies need to ensure that their marketing claims match the actual benefits of their products. For the sake of brand integrity, businesses should prioritize transparency in product labeling by providing clear and accurate information about ingredients, testing procedures, and certifications. For consumers, it is recommended to remain critical and informed when evaluating health supplement claims. The study emphasizes the need for ethical marketing practices to foster trust and loyalty in the health supplement industry.