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For unpacking these effects, we use an exogenous shock to the market due to the release of a Bollywood blockbuster movie \u2010 My Name is Khan (MNIK) where the protagonist, superstar Shahrukh Khan, suffers from Asperger's Syndrome (AS). Using a difference\u2010in\u2010differences design, we find a positive and statistically significant effect of MNIK (between 14% and 22% increase in variety sold and prescribed) on product differentiation and choices in the market for antipsychotic medicines used to clinically treat AS. Results are consistent using alternative controls, a placebo treatment\u2010based test and with a variety of other robustness checks. Our findings document likely for the first\u2010time, supply side responses to <jats:italic>edutainment<\/jats:italic> and suggests potential associated welfare effects in healthcare markets characterized by sticky demand. Implications for global health and public policy given worldwide concerns around a mental wellness epidemic with Covid\u201019 are discussed.<\/jats:p>","DOI":"10.1002\/hec.4653","type":"journal-article","created":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T12:49:28Z","timestamp":1675342168000},"page":"1019-1039","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":4,"title":["Movies, stigma and choice: Evidence from the pharmaceutical industry"],"prefix":"10.1002","volume":"32","author":[{"given":"Mayank","family":"Aggarwal","sequence":"first","affiliation":[{"name":"Ahmedabad University  Ahmedabad India"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Anindya S.","family":"Chakrabarti","sequence":"additional","affiliation":[{"name":"Economics Area, IIM Ahmedabad, Ahmedabad, India, Science Policy Research Unit Business School, University of Sussex  Brighton UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4684-2858","authenticated-orcid":false,"given":"Chirantan","family":"Chatterjee","sequence":"additional","affiliation":[{"name":"Science Policy Research Unit Business School University of Sussex IIM Ahmedabad &amp; Hoover Institution Stanford University  Brighton UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2023,2,2]]},"reference":[{"key":"e_1_2_9_2_1","doi-asserted-by":"publisher","DOI":"10.1198\/jasa.2009.ap08746"},{"key":"e_1_2_9_3_1","doi-asserted-by":"publisher","DOI":"10.1257\/000282803321455188"},{"key":"e_1_2_9_4_1","unstructured":"Abou\u2010Setta A. 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