CONVERSABLE ECONOMIST: Why Experts Buy Generic

Need to show this to the mrs.

 

The overall pattern is clear: those who are less knowledgeable are more likely to buy brand names, presumably because they feel that there is quality difference in doing so. Those who are more knowledgeable are more likely to go with generic equivalents, because they feel comfortable making their own judgements about quality–and then going with the lower price.

via CONVERSABLE ECONOMIST: Why Experts Buy Generic.