Why Doesn't Everybody Buy Cheap, Generic Headache Medicine?

Published on July 04, 2013

NPR’s Planet Money looks at why people buy brand name products over generic ones in light of new research by Matthew Gentzkow, Richard O. Ryan Professor of Economics and Neubauer Family Faculty Fellow; Jesse Shapiro, professor of economics; and Jean Pierre Dubé, Sigmund E. Edelstone Professor of Marketing.

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