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Why Americans Pointlessly Pay Up for Brand-Name Drugs

June 20, 2013

The Atlantic explores research by John-Pierre Dubé, Sigmund E. Edelstone Professor of Marketing; Matthew Gentzkow, Richard O. Ryan Professor of Economics and Neubauer Family Faculty Fellow; and Jesse Shapiro, professor of economics, which suggests that wealthy shoppers and those who don’t know the difference are willing to pay more for brand-name products.

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