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Consumer involvement: effects on information processing from over-the-counter medication labels.
S S Sansgiry1, P S Cady, S Sansgiry
1Department of Clinical Sciences and Administration, University of Houston, College of Pharmacy, Texas Medical Center, 1441 Moursund Street, Houston, TX 77030, USA.
Health Marketing Quarterly
|December 1, 2001
Summary
Consumer involvement significantly improves understanding of over-the-counter (OTC) medication labels and product evaluation. However, it does not influence brand attitude or purchase intention for OTC drugs.
Area of Science:
- Consumer Psychology
- Health Communication
- Pharmaceutical Marketing
Background:
- Over-the-counter (OTC) medications require clear consumer understanding for safe and effective use.
- Consumer involvement is a key factor influencing how individuals process product information.
- Limited research exists on the specific impact of consumer involvement on OTC label comprehension and related outcomes.
Purpose of the Study:
- To investigate the effect of consumer involvement on information processing from OTC medication labels.
- To assess how involvement influences label comprehension, attitude, product evaluation, and purchase intention.
Main Methods:
- A study involving 256 students evaluating simulated OTC labels for headache and cold medications.
- Participants were exposed to high and low involvement scenarios.
- Data collected via questionnaire on label comprehension, attitude, product evaluation, and purchase intention.
Main Results:
- Increased consumer involvement significantly enhanced label comprehension.
- Involvement led to more accurate product evaluations based on label information.
- Consumer involvement did not significantly affect attitude towards the product label.
- Purchase intention for OTC medications was not significantly enhanced by involvement.
Conclusions:
- Consumer involvement is crucial for improving comprehension and evaluation of OTC medication information.
- Marketing strategies should focus on increasing consumer engagement to ensure better understanding of OTC drug labels.
- Future research could explore methods to enhance purchase intention through increased involvement.
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