The Effects of Four Label Design Parameters on Perceived Reliability, Efficacy and Intent to Purchase of Over-the-counter Medication

Abstract

The cost of medical care has been skyrocketing for many years. One solution being promoted by both the government and medical industry is to increase the effectiveness and prevalence of self care and prevention. By managing for their own medical needs, patients can significantly reduce the cost of their medical care by replacing expensive prescription drugs with over-the-counter (OTC) products. The establishment of the Office of Alternative Medicine by the National Institutes of Health has legitimized the inclusion of herbal remedies in this plan. However, the labeling guidelines for OTC products are vague and under constant debate. This research evaluates the effects of several label content parameters regarding indication and effectiveness claims. Subjects were provided with labels for fictitious herbal and chemical medical products and asked to report their perceptions of the reliability of the claim, the products' effectiveness, and their likelihood of purchasing the product. Parameters included the originator of the claim (FDA, doctor groups, Harvard University and athletes), usability factors, product type (chemical, herbal), and disorder. The results have significant implications for the development of labeling guidelines for consumer-focused products.

Warning Research: An Integrative Perspective

“…Horst et al (1986) argued that warning messages would not have their intended effect unless the source was credible. In a study of medicines, Resnick (1998) found that the Food and Drug Administration was perceived as more credible than doctors or other sources of information, but this study did not investigate warning information directly. If the information in a warning contradicts one's existing beliefs, the warning information might be discounted.…”

A Summary of Warnings Research

“…In addition, a relevant, respected source attributed to warning information has been shown to influence its believability and hazard ratings. For example, a warning from the U.S. Food and Drug Administration or the American Medical Association carries more weight than a warning from a general source, an irrelevant source, or no source (Resnick, 1998;Wogalter et a1., 1997d).…”