Consumer Behavior

When pharmaceutical companies market to customers they must take the time to consider who influences the customer’s decision making.  There are many social influences as well as psychological variables that dictate a patient’s course of action for an illness.  Some patients may choose not to get treatment, other patients may ask their doctor for a particular brand name drug because someone they know had success when taking it.

Assuming the perspective of the patient, write about the social and psychological variables that will influence a patient when deciding on a treatment/medication.  You need to identify a minimum of 5 social and psychological variables that would influence a patient.  After you have identified the different variables / influencers, discuss who you think pharmaceutical companies should market too.

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