# Subjects had to solve a 15-question puzzle. # Group 1: given SoBe energy drink before puzzle with a statement “The website of SoBe includes references to over 50 scientific studies that consumer drinks like SoBe can significantly improve mental functioning.” # Group 2: given SoBe with changed statement, reading “energy drinks ’slightly’ improve mental function.” # Each of the two groups were then divided again, half were told the drink cost $1.89. The rest were told that it would cost half the regular price. # Results: control group answered 9 puzzles correctly. Subjects who drank full-price SoBe with the statement that it significantly improves mental functions completed 10.1 puzzles. The lower price point subjects performed below the control group at 5.8 puzzles!