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Associate professor Sunita Sah and her co-authors study influences on decision making, and find that physicians can be swayed by marketing and promotions like other people, although they may not see it in themselves. “As physicians, we were told we were bright... and believed were appropriately skeptical. After all, we were professionals. We thought we were immune from any bad influence.” In their study, Patient responses to physician disclosures of industry conflicts of interest: A randomized field experiment (PDF), Sah et al examine the effects of influence, and propose a two-stage model of self-administered safeguards.
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