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Choosing Brand-Name Drugs over Generics

August 02, 2013

Recent research by Jean-Pierre Dubé, Sigmund E. Edelstone Professor of Marketing; Matthew Gentzkow, Richard O. Ryan Professor of Economics and Neubauer Family Faculty Fellow; Jesse M. Shapiro, professor of economics; along with professor Bart Bronnenberg at Tilburg University in the Netherlands, examines why some consumers continue to choose brand names over generics. 

“Do Pharmacists Buy Bayer: Sophisticated Shoppers and the Brand Premium” was covered recently in the Atlantic, the New York Times, the Wall Street Journal, Slate, and on NPR.