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Columbia university psychologist eric johnson is an expert on the subject of what is called choice architecture. Doctors often prescribe brand name drugs, even though cheaper generics are available. A former student of mine wis actually quite gratifying to see this work applied. It turns out that doctors, when they have a choice, have a name,. Let's say his anti histomen, it's called allegra. But there's a generic drug called fexopinadine hydro chloride. That drug as actually cost 20 cents if an allegra costs a dollar.