" The subjects became tipsy and acted drunk, with some even showing physical signs of intoxication. They didn’t get drunk because they drank alcohol; they got drunk because the environment, by associative memory, cued their brains and bodies to respond in the same old, familiar way. When the researchers eventually told the students the truth, many were amazed and insisted that they really did feel drunk at the time. They believed they were drinking alcohol, and those beliefs translated into neurochemicals, which altered their states of being. In other words, their beliefs alone were sufficient to fire up a biochemical change in their bodies that was equal to being drunk. That’s because the students conditioned themselves enough times to associate alcohol with a change in their internal chemical states. As the subjects expected or anticipated the future change in their inner states based on their past associative memories of drinking, they were cued by the environment to physiologically change, just as did Pavlov’s dogs. There "

― Joe Dispenza , You Are the Placebo: Making Your Mind Matter