Bate, Roger; Jin, Ginger Zhe; Mathur, Aparna - 2011
-18% lower than non-failing drugs but the signaling effect of price is far from complete, especially for non-innovator brands …. These findings suggest that consumers are likely to suspect low quality from market price, non-innovator brand and the look … these more affordable generic drugs may potentially weaken the signaling effect of price and increase the opportunity for …
