Navigation Links
Does changing the price of medicine influence consumers' perceived health risk?
Date:12/11/2012

Consumers assume their risk of getting a serious illness is higher when medications are cheaper because they believe that prices for life-saving products are based on need and not profit, according to a new study in the Journal of Consumer Research.

"When consumers see lower prices for a life-saving product, they infer a higher need and thereby a greater risk that they can contract the disease. On the other hand, higher prices signal that a drug or treatment is inaccessible and thus the risk of getting a disease must not be all that great," write authors Adriana Samper (Arizona State University) and Janet A. Schwartz (Tulane University).

One study examined whether consumers believe that some products (vaccines or cancer medications) are more likely to be priced with need and accessibility in mind than others (cosmetics or computer software). Consumers overwhelmingly believed that life-saving products were priced with access in mind but other products were priced with profits in mind.

In another study, consumers were told they should get a flu shot. Personal health (avoiding illness or lost income from missing work) was emphasized for some of them, while public health (avoiding spreading the flu or burdening the economy by missing work) was emphasized for others. The price of the vaccine varied ($25 or $125), but was always covered by insurance. Consumers believed they were more likely to get the flu when the vaccine was $25 compared to $125, but only when personal health was emphasized. Consumers saw low prices as indicating a higher need for the vaccine, which caused them to feel they were at greater risk. However, when directed to think about how the flu shot benefited society, consumers did not think about price as an indicator of their own risk.

"Low prices for life-saving products may increase perception of risk and intention to consume care, even when unnecessary. However, high prices may make consumers feel less at risk, and thereby less likely to seek beneficial treatments. In short, prices may influence how consumers seek medical care in a way that doesn't accurately reflect real risk," the authors conclude.


'/>"/>

Contact: Mary-Ann Twist
JCR@bus.wisc.edu
608-255-5582
University of Chicago Press Journals
Source:Eurekalert

Related medicine news :

1. Guidelines developed for extremely premature infants at NCH proven to be life-changing
2. Changing epidemiology of rare disease links sinus irrigation with contaminated tap water, 2 deaths
3. Birds Songs Reflect Changing Weather Patterns: Study
4. Brain structure helps guide behavior by anticipating changing demands
5. 1-800-GO-VAPOR.com Targets Holiday Shoppers with Cut-Price Ladybug Vapor Steam Cleaner
6. Cardiac Screening for All Young Athletes Carries Big Price Tag: Study
7. Toward competitive generic drug prices in Canada
8. Smokers Drop Pricey Cigarettes for Cheaper Alternatives: CDC
9. Rising Cigarette Prices May Be Incentive to Quit
10. The price tag on a patient-centered medical home
11. Report using private health claims data shows prices are driving health spending growth
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:3/29/2017)... ... ... Grass pollen is the main cause of hay fever in the United States, with an ... runs from May to July each year; with the worst time for sufferers being June ... balms ( http://www.haymax.us ) provide an effective defense against grass pollen; they are proven in ...
(Date:3/29/2017)... ... March 30, 2017 , ... Youth Futures International (YFI) premiered its ... from high school and college students who have participated in the program every summer. ... YFI is now accepting applications for enrollment. Visit http://www.ghana.yfiexperience.org to learn ...
(Date:3/29/2017)... ... March 30, 2017 , ... Sports Brand EXOUS Bodygear announced today ... normally at $29.97; for the remaining days of March, the price will be only ... a special price of just $10 (regular retail price $19.97). , The special promotional ...
(Date:3/29/2017)... (PRWEB) , ... March 29, 2017 , ... ... three Hours at a Walgreens store in Mississippi. AngioGenesis Labs, makers of HeartBoost, ... Stores in two southeastern states. Ingredients in HeartBoost, an over the counter heart ...
(Date:3/29/2017)... ... March 29, 2017 , ... Based ... into the challenges employers face in trying to balance both short-term and long-term ... programs? Adding to the growing complexity, companies are finding that the short-term ...
Breaking Medicine News(10 mins):
(Date:3/29/2017)... , March 29, 2017  The leader in ... that Drs. Sam Daher , Manal Ibrahim ... and David Couchat will be the featured microlecture presenters ... upcoming American Association of Orthodontists (AAO) Annual Session, April ... attend the microlectures beginning daily at 11:20 a.m. On ...
(Date:3/29/2017)... Texas , March 29, 2017  Maxor National ... today announced that it has named Leah Bailey ... for all divisions of the company. With ... including the previous 8 years focused on health care, ... During her tenure at Prime, Bailey advised the PBM, ...
(Date:3/29/2017)... 2017  Designers of primary cell wearable medical and ... 50% and extend battery life with the MAX20310 ultra-low ... (PMIC) from Maxim Integrated Products, Inc. (NASDAQ: ... voltage of just 0.7V for new high-energy density battery ... well as the more common Alkaline battery architecture. With ...
Breaking Medicine Technology: