Placebos reduce pain by creating an expectation of relief. Distraction -- say, doing a puzzle -- relieves it by keeping the brain busy. But do they use the same brain processes? Neuromaging suggests they do. When applying a placebo, scientists see activity in the dorsolateral prefrontal cortex. That's the part of the brain that controls high-level cognitive functions like working memory and attention -- which is what you use to do that distracting puzzle.