Could you please explain/paraphrase the mentioned part in the context below?

Gifts create relationships and obligations in the recipient, such as grateful conduct, goodwill, and reciprocation. The problem is not that physicians immediately change prescribing practices after receiving a free lunch. Rather, as one writer has warned,

>>>>> “The sell is much more subtle. All the advertiser may expect is that, other things being equal, if you subsequently have to make a decision it is more likely to be in the favor of the advertiser”.

Source: Resolving Ethical Dilemmas: A Guide for Clinicians by Bernard Lo

1 Answer

  • JOHN
    Lv 7
    6 months ago

    "The aim of advertisers in giving gifts to physicians is not to produce a direct and crude quid pro quo, but is rather more subtle and insidious, and indeed subliminal. It is rather to lodge indirectly in the physicians’ minds a favourable disposition towards that particular advertiser so that at some later date when a choice has to be made amongst several suitable pharmaceutical products, an unconscious bias towards the one who gave the free lunch will rear its head".

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