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People judge flu risk by cost of vaccine

Based on the price of medication, consumers make irrational inferences about their risk of getting sick. The study, published in Journal of Consumer Research, finds that consumers make judgments about their risk of catching an illness based on the cost of its medication. The higher the price, the less they think they’re at risk, says co-author Janet Schwartz, assistant professor of marketing at Tulane University’s A.B. Freeman School of Business.

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