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The risk-value trade-off: price and brand information impact consumers' intentions to purchase OTC drugs
2021
Journal of Pharmaceutical Policy and Practice
Background European countries face fiscal pressure regarding the long-term sustainability of their healthcare system due to increasing levels of public health expenditures and mounting demographic pressures. The promotion of generic drugs is considered to be an efficient means to tackle these challenges; however, market diffusion remains slow. The aim of this study was to investigate the impact of price and brand cues on purchase intentions by means of Direct-to-Consumer (DTC) advertising, and
doi:10.1186/s40545-020-00293-5
pmid:33487179
fatcat:jxrqf6ao3vbebbowocffdff7xq