Consumer involvement: effects on information processing from over-the-counter medication labels.
The objective of this study was to evaluate the effects of consumer involvement on information processing from over-the-counter (OTC) medication labels. A sample of 256 students evaluated simulated OTC product labels for two product categories (headache and cold) in random order. Each participant evaluated labels after reading a scenario to simulate high and low involvement respectively. A questionnaire was used to collect data on variables such as label comprehension, attitude-towards-product label, product evaluation, and purchase intention. The results indicate that when consumers are involved in their purchase of OTC medications they are significantly more likely to understand information from the label and evaluate it accordingly. However, involvement does not affect attitude-towards-product label nor does it enhance purchase intention.
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Department of Clinical Sciences and Administration, University of Houston, College of Pharmacy, Texas Medical Center, 1441 Moursund Street, Houston, TX 77030, USA.
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D000329:Advertising; D000704:Analysis of Variance; D003256:Community Participation / Q000706:statistics & numerical data*; D004346:Drug Information Services / Q000706:statistics & numerical data; D004348:Drug Labeling / Q000592:standards*; D006801:Humans; D004366:Nonprescription Drugs / Q000600:supply & distribution*; D011795:Surveys and Questionnaires; D014481:United States; D014486:United States Food and Drug Administration
D004366:Nonprescription Drugs