## [How expectations shape experience](https://www.firebrand.marketing/2016/08/expectations-shape-experience/)

by [Morgan McLintic](https://www.firebrand.marketing/author/morganm/) | Aug 31, 2016 | [Blog](https://www.firebrand.marketing/category/blog/), [Content](https://www.firebrand.marketing/category/content/), [Marketing](https://www.firebrand.marketing/category/marketing/), [PR](https://www.firebrand.marketing/category/pr/)

Our expectations change how we experience the world We’ve all heard about the ‘placebo effect’ – we expect to feel better, so we actually do. Why is that? After all, sugar pills don’t reduce pain or cure disease. It’s our expectations which cause the brain to...