Associate professor Sunita Sah studies influences on decision making, and finds that physicians can be swayed by marketing and promotions like other people, although they may not see it in themselves. “As physicians, we were told we were bright... and believed were appropriately skeptical. After all, we were professionals. We thought we were immune from any bad influence.” In her study,
Sah 2022 The Professionalism Paradox, Sah examines the effects of influence, and proposes a two-stage model of self-administered safeguards.