Consumer Comprehension of Efficacy Data in Four Experimental over-the-Counter Label Conditions *

Abstract

Recently marketed over-the-counter (OTC) drugs include efficacy data in their labeling/packaging. A mall intercept methodology was used with a hypothetical antacid product to investigate consumer comprehension of such efficacy data under four experimental label conditions. Consumers who were given no efficacy data were inaccurate in predicting the drug's effectiveness. People who were given efficacy data were much more accurate, but their accuracy depended upon which experimental label they received. A text presentation showed some advantage over graphical presentations. Other analyses point to a logical chain of effects from demographic and label characteristics, to comprehension and anticipation of efficacy, to purchase intentions. A model is presented which summarizes this chain of effects. This study has practical implications for consumers, the Food and Drug Administration (FDA), and manufacturers of OTC drug products. In fairness to the consumer, the ultimate link to purchase intention dictates label conditions that maximize comprehension and foster accurate anticipation of personal efficacy.