This paper argues that the pharmaceutical industry represents an exciting opportunity to carry out academic research. The nature of the industry allows researchers to answer new questions, develop new methodologies for answering these questions as well as to apply existing methodology to new...

The two main influences leading to adoption at the individual consumer level are marketing communication and interpersonal communication. Although evidence of the effect of these two influences is abundant at the market level, there is a paucity of research documenting the simultaneous effect of...