Expectation drives placebos. And dopamine is a chemical that’s very responsive to our expectations. Parkinson’s happens to be a deficiency in the very chemical that’s very important in placebo effects and rewards.
If you look at Alzheimer’s, which does not have a high placebo response, you start to see that there are rules at play when it comes to placebos. It’s not your brain magically doing all these crazy things. There are certain chemicals we have access to and others we don’t.
If placebos are effective, why is there such a taboo against them?
For a long time, we didn’t know they were effective. If you’ve never experienced a placebo effect or pain alleviation through hypnosis, it looks like it’s either magic or a crazy person.
On the flip side, if you have experienced it—if you took a crystal, rubbed it over yourself, and felt better—it’s hard to accept someone looking askance at you. This thing works; why are you telling me it doesn’t?
For thousands of years, it has been something we just do. Whether or not it’s appropriate or right is beside the point. This is who we are. We use expectations in our healing.
I thought it would be this secret, black magic in a dark den, but they advertise right out front. Do you want black magic or white magic? Do you want me to curse someone or help you to get your ex-lover back? It was very easy! I was looking for a curse to try and understand the antithesis of the placebo, which is a nocebo: a negative expectation.
I also traveled to Catemaco, a town in Vera Cruz famous for its witch doctors. I met with one of the leading witch doctors there to try and understand what we call the theater of medicine—all the trappings that go into the healing practice, like the stethoscope and white lab coat. In different cultural contexts, those things change. What was interesting in Catemaco is that many of the traditional healers have adopted the theater of modern medicine. They wear lab coats, cut their hair short, and use long words, which gives them the "flavor" of what we recognize as conventional medicine.
A patient is loaded into an fMRI machine. The machine is used to look at the brain's response to pain processing.
What takeaways are there for medicine—for the way we interact with doctors and they interact with us?
The message for the patient is that [alternative medicine] can be effective. But I do lay out some rules for when to do it and when not to.
One is, don’t hurt yourself. If you have a life-threatening disease, that’s not the time to play with expectations.
Don’t go broke. I’ve talked to many people who’ve spent their life’s fortune chasing after healings that were never going to happen.
The last one is, don’t harm the environment. If your placebo involves endangered animals, it might be a good idea to pick a different one.
Within those rules and within certain diseases, there’s a lot you can do. Just because it’s a placebo doesn’t mean it won’t work. This has been shown again and again in laboratories.
The message for doctors is the importance of being more empathetic and taking more time. You may be throwing away 30 percent of your cure just by having a poor bedside manner. If you do, you can’t be surprised if people go looking for other means of healing. The witch doctors, traditional Chinese medicine practitioners, and homeopaths I spoke to all understand this.
There is a chapter on false memories in your book. What do memories have to do with placebos and hypnosis and health?
It’s a very good question. The book is called Suggestible You because it’s about suggestion. There’s a lot of great science on placebos that is very exciting, but I wanted to take a wider view of suggestion. Somatically, false memories are part of this mix. It’s the same with hypnosis.
Hypnosis is a suggestion for the present. You’re walking through a field or flying through the air and you feel your pain drop away from you.
With placebos, it’s a suggestion for the future. When I take ibuprofen, I immediately feel relief, even though the drug doesn’t actually kick in for 20 minutes.
False memory, on the other hand, is a way of suggesting that something in your past did or didn’t happen. All these things change the way we perceive reality.
A great placebo scientist told me that reality is the wave of information from our bodies crashing into the wave of information coming from our brains. Where those two collide, that’s what we see as reality.
Healing crystals are laid out on a rock during a winter solstice celebration at Stonehenge.
After your exploration of the mind and the power of expectation, is there anything you do differently? Is there anything you’d recommend to readers?
I am much more comfortable with my own suggestibility. We all have things we do. For me, it’s fizzy drinks and eating garlic when I have a cold. You can call it an active placebo. I also try and change my thinking around aches and pains, and I have a lot more respect for the power that my brain has in changing my health.
As long as you’re following the rules I lay out in the book, you can find your own place of self-trickery. For some people, it’s mysticism. For others, it’s cutting-edge technology. We all have the narratives that work for us.
I have tried a lot of alternative medicines and haven’t stuck with any of them. But I have a lot more appreciation for people who do find those things work and are able to tap into their placebo responses with help from an alternative therapist.
This interview was edited for length and clarity.
http://news.nationalgeographic.com/2016/11/placebo-health-science-brain-suggestible-you-erik-vance/#/01bt-suggestible.ngsversion.1479916683665.jpg
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