Research seminar by Prof. Rama K Jayanti

Posted on January 13, 2025 by administrator

IIM K hosted its Third research seminar on July 04, 2024, for the year 2024-25. It was conducted by Prof. Rama K Jayanti, Monte Ahuja Endowed Chair in Global Business, Fulbright Fellow, and Professor of Marketing at Cleveland State University, Cleveland, OH, USA.

The topic was Digital Disclosure of Pharmaceutical Industry Payments and Patient Trust in Physician

Abstract of the talk given below

Digital transparency in healthcare through disclosure of pharmaceutical industry payments to physicians is enthusiastically advocated for enhanced patient engagement, physician trust, and compliance. However, it is unclear whether and by which mechanism disclosure impacts physician trust. Drawing from attribution and services marketing theories, this research explores potential mechanism and boundary conditions for the disclosure of payments and physician trust linkage. Across three studies, disclosure of information regarding pharmaceutical industry payments to physicians negatively impacts physician trust. Further, attribution of physician opportunism mediates the negative relationship between disclosure and physician trust. The persistence of physician opportunism attributions are buffered by positive physician reputation and lengthy relationship with the physician. The results highlight the intersection of patient and physician characteristics in physician trust judgments and provide theoretical and practical implications on how to handle mandatory disclosure requirements for physicians, hospitals, and public policy makers.