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:10/13/2017)... , ... October 13, 2017 , ... PurhealthRX , ... Oil utilizing Purzorb™ technology. Applying the Purzorb™process to full spectrum CBD oil will revolutionize ... providing a CBD form that can be easily incorporated into liquid products, while reducing ...
(Date:10/13/2017)... Calif. (PRWEB) , ... October 13, 2017 , ... Many ... dementia. However, many long-term care insurance companies have a waiver for care if the ... 90-day elimination period, when the family pays for care, is often waived, so the ...
(Date:10/13/2017)... ... October 13, 2017 , ... Yisrayl Hawkins, Pastor and Overseer at The House ... most popular and least understood books in the Holy Scriptures, Revelation. The Book of ... baffled scholars for centuries. Many have tossed it off as mere rubbish, but Yisrayl ...
(Date:10/13/2017)... ... , ... “America On The Brink”: the Christian history of the United States ... creation of published author, William Nowers. Captain Nowers and his wife, Millie, have ... thirty years in the Navy. Following his career as a naval aviator and ...
(Date:10/12/2017)... WAUSAU, Wis. (PRWEB) , ... October 12, 2017 ... ... formulated standard products to meet the demand of today’s consumer and regulatory authorities ... team of probiotic experts and tested to meet the highest standard. , ...
Breaking Medicine News(10 mins):
(Date:10/7/2017)...   Provista, a proven leader in the ... purchasing power, today announced a new resource area on ... is the online home for case studies, articles ... news releases, slideshows and events. ... resources at their fingertips, viewers can also watch short ...
(Date:10/2/2017)... , Oct. 2, 2017 Diplomat Pharmacy, ... 8th Day Software and Consulting, LLC , and named ... 8th Day Software, based in Tennessee , ... 8th Day expands EnvoyHealth,s service offerings for health care ... "In an interoperable ...
(Date:9/28/2017)... , Sept. 28, 2017 Hill-Rom Holdings, ... 2017 earnings conference call and webcast on Friday, November ... a.m. (EDT) and ending at approximately 8:30 a.m. (CDT) ... discussing the company,s 2017 financial performance and guidance for ... opportunities, initiatives to enhance operational performance, and long-range financial ...
Breaking Medicine Technology: