Evidence suggests OTC misuse is high among older persons. Certain elderly are at higher risk of misuse due to a greater propensity to rely on self-judgement to guide to their OTC choice and application. A typology of elderly shopping orientations is developed with respect to the evaluation and selection of OTC medications. Differences in these orientations and the influence of store/product attributes are examined across reliance-based segments, permitting treatment inferences.
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Lumpkin et al. (1990) studied this question.
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