"[A] new study ... suggests that consumers' perceptions of prices could lead them to the wrong conclusions. At a low price, something like a flu shot signals 'great communal benefit -- an item that is accessible because people need it to be healthy,' the authors said. 'Conversely, high prices signal reduced accessibility and hence less need.' That kind of thinking can lead to bad, possibly dangerous, health decisions if consumers decide there's less risk in foregoing higher-priced health products and services."

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