Very interesting article. Most of us have heard of the placebo effect - you believe it will help so it does - but the nocebo effect? This is where you think something will harm - often experiencing a listed side-effect because you have read about it - you and it does. A self-fulfilling prophecy either way. I do like the idea that many of us do not bother to read the full side-effects of common medications (ibuprofen/paracetamol/aspirin for example) as we'd shriek in horror and never take them again. http://theconversation.com/clinical-trials-how-to-make-informed-consent-more-ethical-131784