Celebrity endorsements change product desirability but do not guarantee results.
Many theories circulated about why Markle was wearing the patch, but aside from all that speculation, it raises obvious questions about the patch itself. What is it, and does it work? Many people will take a photo of the patch-wearing Markle as evidence of its therapeutic efficacy. However, in this era of misinformation and sponcon, it’s good to take a closer look.
As a media psychologist with positive psychology leanings, I’m always interested in how people can use technology to promote wellness and healthy behaviors. My starting point was the NuCalm website. It is full of complicated, jargon-intensive text, most related to how the body functions, not how the patch works. I am always concerned when explanations seem intentionally complex and full of terms most people wouldn’t know. Big words are not a reliable way to validate a product, no matter how scientific they sound .
I’m also bothered by claims of “works every time.” These are problematic, as every researcher knows. Given the vast range of individual contexts and differences, it is implausible that anything will work every time in empirical research. That’s why we use statistics to predict research outcomes. The textual hyperbole does not mean the NuCalm patch doesn’t work, but it suggests having a healthy skepticism.The NuCalm effect on stress, sleep, etc., is attributed to a combination of the mobile app recordings, the patch, headphones, and an eye mask. The previous iterations of the product relied on either GABA supplements or cream in combination with electrical stimulation.
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