The risk-value trade-off: price and brand information impact consumers’ intentions to purchase OTC drugs

The risk-value trade-off: price and brand information impact consumers’ intentions to purchase OTC drugs

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 chall...

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Bibliographic Details
Main Authors: Aufegger, L. (Author), Bicknell, C. (Author), Darzi, A. (Author), Yanar, C. (Author)
Format: Article
Language:English
Published: BioMed Central Ltd 2021
Subjects:
advertising
Article
attention
attitude to health
behavior
Brand
consumer
decision making
direct-to-consumer advertizing
drug information
drug quality
generic drug
health care cost
health care system
human
misconception
non prescription drug
OTC advertisement
Perceived risk
personal experience
price
Price information
purchase behaviour
Purchase intention
quality
self report
thinking
unawareness
value
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