Jan. 4, 2013 ? When it comes to calculating their contingency of removing a flu, consumers demeanour to an doubtful sign — a cost of a influenza shot — to magnitude their risk, according to a new investigate co-authored by a Tulane University researcher.
The investigate found that consumers make judgments about their risk of throwing an illness formed on a cost of a medication. The aloft a price, a reduction they consider they’re during risk, says co-author Janet Schwartz, partner highbrow of selling during Tulane’s A.B. Freeman School of Business.
“Your possibility of winning during blackjack has zero to do with how large a payout is and many people know that,” Schwartz says. “But when it comes to bargain what prices simulate for medicine, people demeanour during a cost and they do consider that it somehow tells them something about their possess risk of removing a disease. In reality, those dual factors are totally independent.”
Researchers conducted several surveys to sign consumers’ reactions to opposite drugs formed on cost and viewed risk. For example, they presented opposite health messages about removing a influenza shot, emphasizing particular risk in one unfolding and a incomparable open health risks in another. They told some that a vaccine cost $25 and others $125. Even yet all were told a cost would be lonesome by insurance, those in a high-price organisation felt that they were during a reduce risk of removing a flu.
Researchers found that consumers instinctively believed that critical remedy like influenza vaccine should be affordably labelled to be widely accessible. When labelled high and perceivably out of strech for some, consumers unspoken that a medicine contingency not be all that required and a risk of removing a illness contingency be lower. The formula of a study, that is co-authored by Adriana Samper of a W.P. Carey School of Business during Arizona State University, will be published in a Apr emanate of a Journal of Consumer Research.
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Story Source:
The above story is reprinted from materials supposing by Tulane University.
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Journal Reference:
- Adriana Samper, Janet A. Schwartz. Price Inferences for Sacred contra Secular Goods: Changing a Price of Medicine Influences Perceived Health Risk. Journal of Consumer Research, 2012; : 000 DOI: 10.1086/668639
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