The most influential thing I’ve learned is that people act by their individual set of incentives. Apply choice aspects of psychology and economics – then you got something big. Think game theory.

Also, I'm waiting for the Human Genome Project to help elucidate more on the placebo effect.

I think it has a major correlation with the phenotypic vs. genotypic expression of faith - something all humans display toward an institution, ideology, themselves, and/or another person.

This will be immensely powerful information.