title: Consumer perceptions of risk and required cost savings for generic prescription drugs.
abstract: OBJECTIVE
  To examine consumer risk perceptions for generic prescription drugs used to treat different types of medical conditions, and to explore the relationship between risk perceptions and the amount of cost savings required before consumers would purchase the generic version of a prescription drug.
  
  
  METHODS
  Cross-sectional mail survey.
  
  
  METHODS
  Metropolitan area in central Wisconsin.
  
  
  METHODS
  Random sample of 500 consumers age 18 and older.
  
  
  METHODS
  None.
  
  
  METHODS
  Responses to 16 items on 8-page questionnaire. None.
  
  
  RESULTS
  The response rate was 71.4%. The percentage of respondents who perceived that generic prescription drugs were riskier than brand name products varied from 14.2% to 53.8%, depending on the medical condition being treated. Significantly larger cost savings were required for consumers to purchase generic prescription drugs with higher perceived risk.
  
  
  CONCLUSIONS
  Financial incentives to use generic prescription drugs may be successful, even for consumers who perceive generic drugs to be riskier than brand name prescription drugs. As the perceived level of risk increases, larger cost savings are required.
authors.affiliation: Sonderegger Research Center, School of Pharmacy, University of Wisconsin, Madison, USA. julie-ganther@uiowa.edu
authors.forename: J M
authors.initials: JM
authors.lastname: Ganther
authors.forename: D H
authors.initials: DH
authors.lastname: Kreling
mesh_terms: D000328:Adult; D000368:Aged; D017046:Cost Savings; D003430:Cross-Sectional Studies; D011307:Drug Prescriptions; D016568:Drugs, Generic / Q000009:adverse effects* / Q000191:economics*; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D017060:Patient Satisfaction / Q000191:economics*; D012306:Risk; D014922:Wisconsin
chemical_list: D016568:Drugs, Generic