Stern PWright MJ2016-0318/12/2015INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2016, 33 (1), pp. 220 - 2240167-8116https://hdl.handle.net/10179/13246We investigate whether doctors who adopt a new drug in its first year on the market tend to be heavier category prescribers. Early studies of pharmaceutical prescribing and packaged goods purchasing suggest that innovators are heavier category users; however, this finding has received little attention and the evidence remains sparse. We examine the adoption of 36 new drugs by doctors in the United Kingdom and find that, on average, the prior category prescribing rate of innovators is about 50% higher than that of non-innovators.220 - 224Differentiated replicationExtensionAdoptionPharmaceuticalsJournal article10.1016/j.ijresmar.2015.12.0022605471873-8001Massey_Dark1505 Marketing