Disclosure of Covert Marketing Practices: Spill Over Effects on Physician Trust
We examine the negative effects of disclosure of covert marketing practices by pharmaceutical industry on individual physicians. After showing that patients do generalize the negative effects of disclosure of pharma industry compensations to their individual physicians, we discuss implications for physician-patient relationship and the legitimacy of the prescription markets.
Citation:
Rama Jayanti and Sreelata Jonnalagedda (2019) ,"Disclosure of Covert Marketing Practices: Spill Over Effects on Physician Trust", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 661-661.
Authors
Rama Jayanti, Cleveland State University, USA
Sreelata Jonnalagedda, Indian Institute of Management, Bangalore, India
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
M9. Exploring Historical Nostalgia and its Relevance to Consumer Research
Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA
Featured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
Featured
Slow and Steady versus Fast and Furious: The Effect of Speed on Decision Making
Ellie Kyung, Dartmouth College, USA
Yael Shani-Feinstein, Ben Gurion University, Israel
Jacob Goldenberg, IDC