Ethical ideology and product confidence: future pharmacists' attitudes toward generic drug substitution

The impact of generic drugs on the prescription drug market has received widespread attention in the health care and marketing disciplines. Most research to date has focused solely on market factors' effect on pharmacists' attitudes toward generic drug substitution, and little attention has been given to individual factors. The present study extends previous research using Multiple Discriminant Analysis to ascertain the importance of ethical ideology and product confidence on pharmacists' attitudes toward future generic drug substitution across a salient set of market factors. The findings suggest that these individual factors are important in profiling pharmacists' disposition toward making a generic substitution in the future.