Medical patients who receive bad news often spend more money on brand name drugs rather than their much cheaper generic counterparts.

Read an in-depth recap of this research here: https://www.ama.org/2023/04/18/bad-medical-news-causes-patients-to-choose-brand-name-drugs-over-generics-costing-billions/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231158360

Reference: Manuel Hermosilla and Andrew T. Ching, “Does Bad Medical News Reduce Preferences for Generic Drugs?” Journal of Marketing.

Narrator: Saira Salyani

Acknowledgments: Aman Soni

Topics: health care, public policy, behavioral marketing, generic drugs, brand name drugs