medicine: generic or branded?

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so, which one you prefer? with the generic one or the branded one? we all know that the branded one is a lot more expensive than the generic one. which is why it's one of our consideration if we gonna buy some medication. and it's effectiveness. some say that the branded one is more effective, but we all know the active substance is just the same. for me, i prefer the generic one =p but, i don't know.. after i learn about medicine, i don't think i will directly got some pills for my headace.