Navigation Links
Warning of potential side effects of a product can increase its sales
Date:9/23/2013

Drug ads often warn of serious side effects, from nausea and bleeding to blindness, even death. New research suggests that, rather than scaring consumers away, these warnings can improve consumers' opinions and increase product sales when there is a delay between seeing the ad and deciding to buy or consume the product.

"Messages that warn consumers about potentially harmful side effects presumably with the intent to nudge them to act more cautiously can ironically backfire," says psychological scientist Ziv Carmon of INSEAD in Singapore.

Working with Yael Steinhart of Tel Aviv University and Yaacov Trope at New York University, Carmon has been exploring how adding a warning of potential side effects affects consumer decision making. Their new findings are published in the September 2013 issue of Psychological Science, a journal of the Association for Psychological Science.

"We were struck by just how detailed, clear, and scary many warnings had become with regard to potential negative side-effects of products," says Carmon. "It then occurred to us that such warnings might perversely boost rather than detract from the appeal of the risky product."

Carmon and colleagues tested their hypothesis in four experiments. In one experiment, for example, smokers saw an ad for a brand of cigarettes: one version of the ad included a warning that smoking causes lung cancer, heart disease, and emphysema, while another version did not include the warning.

Predictably, participants who had the opportunity to purchase the cigarettes soon after seeing the ad bought less if the ad they saw included the warning.

In contrast, participants who were given the opportunity to purchase the cigarettes a few days later bought more if the ad included the warning. The same outcome emerged when the researchers ran a similar experiment with ads for artificial sweeteners.

According to Carmon and his colleagues, the warnings backfired because the psychological distance created by the delay between exposure to the ad and the customer decision made the side effects seem abstractparticipants came to see the warning as an indication of the firm's honesty and trustworthiness.

In fact, participants evaluated drugs for erectile dysfunction and hair loss that had potentially serious side effects more favorably, and as more trustworthy, when they were told the products weren't on the shelves yet.

While conventional wisdom suggests that explicit warnings about dangerous side effect will make people think twice before taking medical risks, these findings suggests otherwise. The researchers believe that their findings are important because these kinds of warnings are so ubiquitous, accompanying many different products or services beyond medications, including medical procedures, financial investments, and sporting activities.

Given how frequently we are exposed to such warnings, Carmon hopes to bring greater attention to their potential to backfire.

"This effect may fly under the radar since people who try to protect the public regulatory agencies, for example tend to test the impact of a warning shortly after consumers are exposed to it," says Carmon. "By doing so, they miss out on this worrisome delayed outcome."


'/>"/>

Contact: Anna Mikulak
amikulak@psychologicalscience.org
202-293-9300
Association for Psychological Science
Source:Eurekalert

Related medicine news :

1. Yaz, Yasmin Blood-Clotting Allegation Lawsuits Help: Resource4thePeople Supports Calls by Women’s Groups for Stronger Warnings on Labels
2. Warning of Statin Drug Lipitor’s Risk of Type 2 Diabetes Came Too Late Say Patients Filing Lipitor Lawsuits
3. GranuFlo Lawsuit News: Bernstein Liebhard LLP Comments on Fresenius FDA Warning Letter, as GranuFlo Recall Claims Mount
4. Injury Law Firm Comments on the FDA Consumer Update Warning about Tylenol Side Effects like SJS
5. Warning Labels Update Survives Dismissal in Fosamax Multidistrict Litigation: Now, AttorneyOne Can Provide Advice
6. Mental Health Watchdog Launches Psychiatric Drug Side Effects Database—Search All Drug Regulatory Agency Warnings, Studies & Adverse Reactions Reports
7. Injury Law Firm Releases New Informational Graphic Warning that Lead Poisoning is Still a Serious Risk in the United States
8. Zithromax Arrhythmia and Sudden Death Cases Allegations Update: Resource4thePeople Reports FDA Issued Warning Letter to Manufacturer over False and Misleading Information
9. AED.com Issues Warning to Consumers Concerning AED Scams
10. Da Vinci Robot Lawsuit News: Bernstein Liebhard LLP Comments on Release of FDA Warning Letter to Intuitive Surgical
11. Vulcan Termite and Pest Control, Inc. Warning: Tiger Mosquito Invasion
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:12/7/2016)... ... December 07, 2016 , ... It is vital for any lab to secure ... data. The team at Beckman Coulter has designed Kaluza, templates with advanced analytical tools ... need to operate in a GLP (Good Laboratory Practice) fashion. , With features designed ...
(Date:12/7/2016)... Boston, MA (PRWEB) , ... December 07, 2016 , ... ... They are sisters and wives, brothers and fathers, from New England and around ... illness and its stigma, and are brought together in a beautiful and compelling new ...
(Date:12/7/2016)... ... December 07, 2016 , ... Baciocco Brothers Insurance Agency, ... in the Sacramento/Folsom region, is initiating a charity event to raise support and ... Another Chance treatment center in Sacramento works to provide area teens and families ...
(Date:12/7/2016)... ... ... A. Kevin Spann Insurance, a New York-based firm offering insurance and financial ... charity drive to raise funds that will benefit the Marine Corps League. , The ... FMF Corpsmen. Working closely with the MCL, the A. Kevin Spann team plans to ...
(Date:12/7/2016)... ... 07, 2016 , ... Facial plastic surgeon, Dr. John D. Rachel of ... of proceeds to two local organizations: North Chicago Animal Control and Friends and Our ... a team of authorized and trained volunteers who support rescued animals held in the ...
Breaking Medicine News(10 mins):
(Date:12/7/2016)... 2016 According to the latest ... Market Study on Multiplex Detection Immunoassay: North America to ... global multiplex detection immunoassay market is expected to witness a CAGR ... ...      (Logo: http://photos.prnewswire.com/prnh/20161114/438683LOGO) ...
(Date:12/7/2016)... 2016 The global  blood ... of USD 3.9 billion by 2024, based on ... The growth of the market is attributed to ... advancements by the market players. Demand for blood ... donation, rising awareness about transfusion-transmitted diseases, and technological ...
(Date:12/6/2016)... 6, 2016  Alopexx Oncology, LLC announced data from ... fusion protein (immunocytokine) composed of interleukin-2 and a CD20-targeting ... on B cells as Rituxan and maintains the activities ... also involved in tumor targeting, engagement of the immune ... results of the study (abstract #95954) were presented at ...
Breaking Medicine Technology: