...Sara Boudina Purpose Generic drugs are often a source of negative prejudice and mistrust among health professionals and patients. The purpose of this study was to assess consumer confidence in generic drugs. Design/methodology/approach To better, define the research theme, this study relied...

...Mahmoud Abdulai Mahmoud Purpose The purpose of this paper is to explore the extent of consumer trust of physicians’ prescription of branded medications. Design/methodology/approach This paper adopts a qualitative research approach to study consumers’ self-reported experiences with respect...

...Anja Hitz; Lea Prevel Katsanis Purpose – The purpose of this research is to identify factors linked to the potential acceptance of personalized medicine (PM) by consumers. Roger’s diffusion of innovation model (1995) and the work of Duguay et al. (2003) on transgenic biopharmaceuticals...

...Andrew Paddison; Kine Olsen Purpose The aim of this paper is to explore, through exploratory qualitative research, how perceptions of involvement and risk, for female consumers, influences their information search and product evaluation decision‐making for over‐the‐counter (OTC) painkillers...