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



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