Advertising to the rescue. This is where brand & price positioning combined with word of mouth recommendations and previous experiences should narrow the field substantially. Mix in some behavioral economics theory related to choice architecture like, studies that point to choice scenarios where product differentiation is low and volume of choice high, the products situated right below the most expensive and right above the lowest cost are the favorites. Finally, toss in a few studies about the consumer’s feelings then consequent, overall effectiveness of generics drugs and the shelve feels more like 7-11 than a Walmart Superstore.
Am I giving advertising and behavioral econ theory too much weight? Could it be that I am blinded by the industry that supplies my paycheck?
(via Infographic Of The Day: The Insane Choices You Face At The Drugstore | Co. Design)
