Using the concept of psychological net benefit

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Reference no: EM132189053

Please complete this week’s assigned readings and watch this week’s video lectures before attempting to complete the assignment. Your response should be a maximum of 250 words reflecting on one of the two prompts below. Please ensure your response adheres to the word count of 250 words or less to ensure points are not deducted from your overall assignment grade.

(1) Using the concept of “psychological net benefit”, explain why customers are reluctant to purchase the innovative drug, Tresiba?

(2) Explain the same phenomenon of why patients are hesitant to adopt this new drug, Tresiba, using the concept of VIU where VIU is defined as [Value (Tresiba) - Value (Competing brand)] - [Price (Tresiba) - Price (Competing brand)]

Reference no: EM132189053

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