Does changing the price of medicine influence consumers' perceived health risk?
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 ...

