The Impact of Social Proximity on Conversion to Generic Prescription Medications


John Beshears, James Choi, David Laibson, and Brigitte Madrian


Since the mid-twentieth century, social psychologists have actively studied the effects of social pressure and social comparisons.Our project tests the effectiveness of using peer information to influence employees to switch from brand name to generic prescription drugs when a generic equivalent is available.


Beshears, J, Choi, JJ, Labison, DI, Madrian, BC, Reynolds, GI (2013). “Testimonials Do Not Convert Patients from Brand to Generic Medication.” The American Journal of Managed Care. PMCID: PMC Journal—In process.