Who’s Smart Enough to Buy Generic?

Published on June 20, 2013

The Wall Street Journal cites research by Jean-Pierre Dubé, the Sigmund E. Edelstone Professor of Marketing, Matthew Gentzkow, the Richard O. Ryan Professor of Economic, and Jesse Shapiro, professor of economics, calculating that those who are not buying generic are wasting their money, about $420 million of it.

Read the article »