The study, which was supported by a NIHCM Foundation research grant, looked at provider selection for lower-limb MRIs specifically because this is a service that should be simple to comparison shop. Patients were given access to a tool that computes their out-of-pocket costs for visiting different providers. Still, on average, patients would bypass six lower-cost MRI providers while traveling to their provider of choice. If cost and convenience aren’t driving consumer choices, what is? Referrals. This Research Insights breaks down the findings from this new study by researchers Michael Chernew, Zack Cooper, Eugene Larsen-Hallock and Fiona Scott Morton.