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:3/27/2017)... , ... March 27, 2017 , ... ... quickly sideline athletes. A type of groin injury, it occurs when the muscles ... serious, intense pain in and around the lower torso, as well as accompanying ...
(Date:3/27/2017)... ... March 27, 2017 , ... The ... supply chain professionals, will hold their first Northeast Regional AHVAP Meeting. For 2017, ... , “Increasingly, supply chain and value analysis professionals have a ‘seat at the ...
(Date:3/27/2017)... , ... March 27, 2017 , ... ... to announce the launch of a months-long rebranding effort. This includes the introduction ... “Through focus group discussions and market research, we learned that a simple, proactive ...
(Date:3/27/2017)... ... March 27, 2017 , ... Harris Communications, Inc., a leading ... bringing its latest products to the Deaf Seniors of America Conference, April 4-7 at ... to meet with knowledgeable ASL friendly staff from Harris Communications and to try out ...
(Date:3/24/2017)... ... March 24, 2017 , ... Vighter established ... same time by providing Prehospital Trauma Life Support (PHTLS) course scholarships to four ... prehospital trauma education developed in cooperation with the American College of Surgeons to ...
Breaking Medicine News(10 mins):
(Date:3/27/2017)... 2017  BERG, a biopharmaceutical company uncovering ... approach, today announced that the company,s Interrogative ... new data using a cold-induced model to ... Joslin Diabetes Center led the investigation with ... analysis of samples.  The findings were published ...
(Date:3/27/2017)...  iCAD (Nasdaq: ICAD), an industry-leading provider of ... for the early identification and treatment of cancer, ... Approval (PMA) from the U.S. Food and Drug ... concurrent-read computer aided detection solution for digital breast ... on the PowerLook® Breast Health Solutions platform.  ...
(Date:3/27/2017)... -- Impax Laboratories, Inc. (NASDAQ: IPXL)today announced that its Board ... as Impax,s President and Chief Executive Officer and a ... Mr. Bisaro will succeed J. Kevin Buchi , ... Officer since December of 2016. With ... Bisaro, 56, is an accomplished global business leader who ...
Breaking Medicine Technology: