The effect of attribute framing on beliefs and attitudes toward branded and generic medications

Generic medications are developed to match brand-name medications in terms of active ingredients, quality, safety, and strength. Because generic medications cost less than their brand-name counterparts, they present an opportunity to reduce financial burden for patients and social institutions. Studies show, however, that patients often possess negative beliefs and evaluations of generic medications, thereby undermining use and effectiveness. In two pre-registered online experiments with community adults (Total N = 750), we tested the effect of attribute framing on attitudes, attitude certainty, and effectiveness beliefs regarding generic and brand-name medications. In both experiments, framing (positive vs. negative) and brand status (generic vs. brand name) of an allergy medication were manipulated in a 2 × 2 between-participant design. The results of both experiments produced strong effects of the framing and brand status manipulations. Specifically, allergy medicines were rated more favorably with a positive frame as compared to a negative frame. Also, branded allergy medicines were rated more positively than generic allergy medicines. In contrast with the pre-registered hypotheses, the two manipulated variables did not reliably interact to predict outcomes. These results held constant across multiple sets of stimuli and dependent measures. The findings support the position that positive framing can be employed to improve positive evaluations and effectiveness beliefs for both over-the-counter generic and branded medications.