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The current research examines how the price of a medication influences consumers’ beliefs about their own disease risk—a critical question with new laws mandating greater price transparency for health care

The current research examines how the price of a medication influences consumers’ beliefs about their own disease risk—a critical question with new laws mandating greater price transparency for health care goods and services. Four studies reveal that consumers believe that lifesaving health goods are priced according to perceived need (i.e., communal-sharing principles) and that price consequently influences risk perceptions and intentions to consume care.

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Date Created
  • 2012-11-14
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  • Text
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    Identifier
    • Digital object identifier: 10.1086/668639
    • Identifier Type
      International standard serial number
      Identifier Value
      0093-5301
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    This is a suggested citation. Consult the appropriate style guide for specific citation guidelines.

    Samper, Adriana and Janet A. Schwartz (2013), “Price Inferences for Sacred vs. Secular Goods: Changing the Price of Medicine Influences Health Risk.” Journal of Consumer Research, 39 (April), 1343-1358

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