The primary objective of this article is to promote a reevaluation of the adequacy of information-based solutions to product safety problems. The perspective that is introduced serves to redirect the current conceptual and empirical approach to the issue of consumer safety. Thus far, most of the attention has been placed on the resolution of consumer problems via labels and warnings. However, these are not a complete solution to the problem. Labels are often ignored or unavailable at the time of usage, and the representation of hazard information in memory is often inadequate. To achieve a more complete understanding of product safety, the extent to which consumers actively control their actions must be examined. Solutions to the safety problem still in evidence require far greater attention to the reasons for and the dimensions of product consumption. These issues are discussed, and the significance of this expanded view is addressed both in terms of policy initiatives and basic consumer research.
Get full access to this article
View all access options for this article.
References
1.
Altman, J. W. (1964). Improvements needed in a central store of human performance data. Human Factors, 6, 681-686.
2.
Andreasen, A. R. (1991). Consumer behavior research and public policy. In H. Kassarjian & T. Robertson (Eds.), Handbook of consumer research (pp. 459-506). Englewood Cliffs, NJ: Prentice-Hall.
3.
Andrews, J. C. , Netemeyer, R. G., & Durvasula, S. (1990). Believability and attitudes toward alcohol warning label information: The role of persuasive communications theory. Journal of Public Policy & Marketing, 9, 1-15.
4.
Ayres, T. J. , Gross, M. M., Horst, D. P., & Robinson, J. N. (1992). A methodological taxonomy for warnings research. Proceedings of the Human Factors Society, 36, 499-503.
5.
Bettman, J. R. (1975). Issues in designing consumer information environments. Journal of Consumer Research, 2 (December), 169-177.
6.
Bettman, J. R. , Payne, J. W., & Staelin, R. (1986). Cognitive considerations in designing effective labels for presenting risk information. Journal of Public Policy & Marketing, 5, 1-28.
7.
Ducoffe, S. J. (1990). The impact of product usage warnings in alcoholic beverage advertising. Journal of Public Policy & Marketing, 9, 16-29.
8.
Everett, S. E. (1991). Lay audience response to prescription drug advertising. Journal of Advertising Research, 31 (April/May), 43-49.
9.
Gardner, M. P. , & Levine, R. S. (1982). Truth and consequences: The effects of disclosing possibly harmful effects of product use. In B. J. Walker (Ed.), 1982 educator conference proceedings (Series No. 48, pp. 39-42). Chicago: American Marketing Association.
10.
Gopher, D. , & Kimchi, R. (1989). Engineering psychology. Annual Review of Psychology, 40, 431-455.
11.
Hadden, S. G. (1991). Regulating product risk through consumer information. Journal of Social Issues, 47(1), 93-105.
12.
Heckhausen, H. , & Beckmann, J. (1990). Intentional action and action slips. Psychological Review, 97 (January), 36-48.
13.
Hendrix, P. E. (1984). Product/service consumption: Key dimensions and implications for marketing. Working paper, Emory University, Atlanta, GA.
14.
Holbrook, M. B. , & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun.Journal of Consumer Research, 9 (September), 132-140.
15.
Honigwachs, J. (1987). Is it safe to call something safe? The law of puffing in advertising. Journal of Public Policy & Marketing, 6, 157-170.
16.
Layden, W. M. (1992, Spring/Summer). Food safety: A patchwork system. The GAO Journal, 8, 48-59.
17.
Levy, C. (1992, April 19). Persuading people to rent more than just videos. The New York Times, p. 8, Section C.
18.
Mazis, M. B. , & Staelin, R. (1982). Using information-processing principles in public policy-making. Journal of Public Policy & Marketing, 1, 3-14.
19.
Mazis, M. B. , Staelin, R., Beales, H., & Salop, S. (1981). A framework for evaluating consumer information regulation. Journal of Marketing, 45 (winter), 11-21.
20.
McCormick, E. J. , & Sanders, M. S. (1982). Human factors in engineering and design. New York: McGraw-Hill.
21.
Morris, L. A. , Ruffner, M., & Klimberg, R. (1985). Warning disclosures for prescription drugs. Journal of Advertising Research, 25 (October-November), 25-32.
22.
Mowen, J. C. (1990). Consumer behavior (2d ed.). New York: Macmillan.
23.
Norman, D. A. (1988). The psychology of everyday things. New York: Basic Books.
24.
Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50 (April), 18-36.
25.
Reason, J. T. (1983). Absent-mindedness and cognitive control. In J. E. Harris & P. E. Morris, (Eds.), Everyday memory, actions, and absent-mindedness (pp. 113-132). New York: Academic Press.
26.
Rethans, A. J. , & Hastak, M. (1982). Representation of product hazards in memory. Advances in Consumer Research, 9, 487-493.
27.
Russo, J. E. , & Leclerc, F. (1991). Characteristics of successful product information programs. Journal of Social Issues, 47(1), 73-92.
28.
Salvendy, G. (1987). Handbook of human factors. New York: Wiley.
29.
Showers, L. , Lust, J., & Celuch, K. (1992). A descriptive study of consumers' use of product owner manuals. In P. Bloom & R. Starr (Eds.), Proceedings of the 1992 Marketing and Public Policy Conference (pp. 49-62).
30.
Slovic, P. (1987). Perceptions of risk. Science, 236, 280-285.
31.
Slovic, P. , Fischoff, B., & Lichtenstein, S. (1980). Informing people about risk. In L. Morris, M. Mazis, & I. Barofsky (Eds.), Product labeling and health risks (pp. 165-181). Cold Springs Harbor, ME: Cold Spring Harbor Laboratory.
32.
Stoltman, J. J. , & Morgan, F. W. (1993). Psychological dimensions of (un)safe product usage. AMA Winter Educators' Conference proceedings, 4, 143-150.
33.
Swagler, R. M. , & Ballenger, S. S. (1984). Providing patients with clinical information on prescription drugs: An analysis of patient package inserts and health care delivery. Journal of Consumer Policy, 7 (December), 439-453.
34.
Wright, P. L. (1979). Concrete action plans in TV messages to increase reading of drug warnings. Journal of Consumer Research, 6 (December), 256-269.
