You're Probably Wrong About How Risky Your Prescriptions Are
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Research briefs, a regular series, looks at business-related studies emerging from academia. This week: Maybe read your prescription bottles a little more carefully.
Study: Value Atrophy in Consumer Assessment of Risky Options
Authors: Uzma Khan, professor of marketing at Stanford’s Graduate School of Business, and Daniella Kupor, graduate student at Stanford Graduate School of Business
Published: Unpublished, under review at the journal Management Science, presented at the Behavioral Decision Research in Management conference in July.