I was reading an interesting article on what researchers are learning from big data on how shoppers behave. Buying and selling in financial markets isn’t much different from the grocery store in many ways so there are plenty of lessons to take away. This one, in particular, was striking. Many generic drugs are identical to name-brand medicine so it’s a great place to study why consumers prefer one over the other. The main theory was that people didn’t understand that Aspirin is just acetylsalic…