Content about Tulane University

January 7, 2013

Consumers measure the risk of contracting the flu to the price of their flu shot, according to research out of Tulane University released Friday.

NEW ORLEANS — Consumers measure the risk of contracting the flu to the price of their flu shot, according to research out of Tulane University released Friday. 

The study found that consumers make judgments about their risk of catching any illness based on the cost of its medication. The higher the price, the less they think they’re at risk, stated co-author Janet Schwartz, assistant professor of marketing at Tulane’s A.B. Freeman School of Business.