Framing and subject pool effects in healthcare credence goods

•We study the effect of a health frame (vs. a neutral frame) and an expert subject pool (vs. standard student subjects) on trust and trustworthiness in an experimental credence goods market.•The subject pool, in combination with the health frame significantly impacts the level of trust and trustworthiness, shown by a higher willingness of consumers (patients) to enter the market and a lower rate of undertreatment by experts.