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Consumers assume their risk of getting a serious illness is higher when medications are cheaper because they believe that prices for life-saving products are based on need and not profit, according to a new study in the Journal of Consumer Research.

"When consumers see lower prices for a life-saving product, they infer a higher need and thereby a greater risk that they can contract the disease. On the other hand, higher prices signal that a drug or treatment is inaccessible and thus the risk of getting a disease must not be all that great," write authors Adriana Samper (Arizona State University) and Janet A. Schwartz (Tulane University). 

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"Low prices for life-saving products may increase perception of risk and intention to consume care, even when unnecessary. However, high prices may make consumers feel less at risk, and thereby less likely to seek beneficial treatments. In short, prices may influence how consumers seek medical care in a way that doesn't accurately reflect real risk," the authors conclude. 

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Ver también:
 Price Inferences for Sacred versus Secular Goods: Changing the Price of Medicine Influences Perceived Health Risk. Journal of Consumer Research, 2012