In anticipation of seasonal sniffles and hacking coughs I restocked my supply of throat lozenges today. The selection ranged from generics at less than one dollar for a 30-count bag to brands going for several times that price. I see on Amazon a popular choice called “Thieves” that go for $40 for the same quantity that I bought for 97 cents!

Evidently (per National Institute of Health) cough medicines’ effect is mainly placebo. If you do not believe this, go ahead and buy the most expensive lozenges—it will surely make you feel better: Belief enhances the power of a placebo, which means “I shall please” in Latin. You also should consider stocking up in a costly painkiller called Placeberol—laced with Inertaminophen that’s featured in the New York Times Magazine earlier this month* (just kidding).

By the way, the opposite of placebo is the nocebo effect—a belief that an inert ingredient will cause harm to your health. It can be a killer according to this report by the BBC that you can think yourself to death.

My prescription is to maintain a positive attitude to the efficacy of cough drops but pay as little for them as possible. While awaiting the cure for the common cold, I don’t see any alternative.

* What if the Placebo Effect Isn’t a Trick .