Navigation Links
Why do challenging tasks make consumers believe drugs wear off faster?

Imagine that you have a cup of coffee and sit down to read People magazine. How long do you think the energy boost will last before you reach for another cup? Would you need more caffeine if you tried to read War and Peace? A new study in the Journal of Consumer Research finds that consumers wrongly believe that pharmacological products such as coffee and aspirin lose their effectiveness when they engage in more strenuous activities.

"People make assumptions about how long it takes for products to wear off. For example, they know that cars burn gasoline more quickly when driving uphill than downhill and difficult workouts burn calories more quickly than easy workouts," write authors Veronika Ilyuk, Lauren Block (both Baruch College, City University of New York), and David Faro (London Business School).

However, when it comes to products like energy drinks and over-the-counter medications, consumers seem to be inappropriately generalizing about how long it takes for the effects of these products to wear off. Over five studies, the authors studied what they term the "rapid wear-off bias" as it relates to a person's perceived duration of a product's effectiveness.

In one study, participants were assigned a reading task and were asked to consume an energizing jellybean when they believed the effects of the previous one were wearing off. Some participants were given passages in a standard font (easy condition) and others were given passages in a light gray, italicized font, with shadowing in the middle of the page (difficult condition). Participants who read the dificult passage consumed jellybeans more frequently than those reading the easy passage.

Brands marketing pharmacological products can use these results to evaluate the intake instructions on their product packaging and help avoid accidental overdoses and other detrimental health-related outcomes. "Interestingly, we found that task difficulty does not affect a person's perception of how effective a product is in general. Rather, it uniquely affects judgments of consumption frequency," the authors conclude.


Contact: Mary-Ann Twist
University of Chicago Press Journals

Related medicine news :

1. University of Minnesota startup to treat challenging bacterial infection
2. Improving the oral health of adults with special needs proves challenging
3. Researchers help confirm value of flow-diverting device for most challenging aneurysms
4. Challenging Conventional Wisdom, Dr. John Miklos and Dr. Robert Moore Repair a Failed Omental Flap Vesicovaginal Fistula Laporoscopically and Without an Omental Flap
5. Regents Park Boca Raton Moves Boldly Into a Challenging Future for Nursing Homes with Two Top Level Professional Hires
6. Healthcare Laws Challenging to Implement, Says Perri Weissman
7. Austin Technology Conference is Looking for the Most Challenging Citrix Environment in Texas to Fix at No Cost
8. New Autism Study Reveals Effectiveness of Web-Based Intervention Tool for Challenging Behaviors
9. Holiday Meals Can Be Challenging for Seniors Due to Rich Foods, Multiple Courses, Sugary Desserts, Says LivHome's Cheryl Kuba in New Podcast Episode
10. Bel Marra Health Reports on a New Study: Female Obesity Could Be Due to Less Participation in Household Tasks
11. Penn research shows that suppressing the brains filter can improve performance in creative tasks
Post Your Comments:
(Date:11/27/2015)... CA (PRWEB) , ... November 27, 2015 , ... According ... at the recent 2015 American Dental Association meeting in Washington D.C. revolved around the ... protect a patient’s overall health. The talk stressed the link between periodontal disease (more ...
(Date:11/27/2015)... ... 2015 , ... A team of Swiss doctors has released a report on ... just posted the findings on the website. Click here to read the details ... mesothelioma patients who were treated with chemotherapy followed by EPP surgery. Among the 106 ...
(Date:11/27/2015)... ... November 27, 2015 , ... ... edition of USA Today in Atlanta, Dallas, New York, Minneapolis, South Florida, with ... digital component is distributed nationally, through a vast social media strategy and across ...
(Date:11/27/2015)... ... 2015 , ... Intellitec Solutions announced today that they have ... as Microsoft’s official group for end users of Dynamics SL ERP software, the ... experts and representatives. Intellitec Solutions’ membership status demonstrates their ongoing commitment to the ...
(Date:11/27/2015)... , ... November 27, 2015 , ... CBD College ... of Allied Health Education Programs (CAAHEP) awarded accreditation to its Diagnostic Medical Sonography program. ... accredited colleges, as only one of twelve colleges and universities in the state of ...
Breaking Medicine News(10 mins):
(Date:11/26/2015)... 2015 ) ... "2016 Future Horizons and Growth Strategies in ... Supplier Shares, Country Segment Forecasts, Competitive Intelligence, ... --> ) has announced ... Horizons and Growth Strategies in the French ...
(Date:11/26/2015)... , November 26, 2015 ... Juntendo universitetssjukhus ser potential att använda SyMRI ... (MR-bilder) för patienter med multipel skleros ... forskningsavtal med SyntheticMR AB för att kunna ... på sjukhuset. Med SyMRI kan man generera ...
(Date:11/26/2015)... November 26, 2015 ... adds "Global Repaglinide Industry ... Report on China Repaglinide Market, 2010-2019" ... data and information to its online ... . --> ...
Breaking Medicine Technology: