Perceived Risk Dilution with Multiple Warnings

Abstract

The application of multiple warning labels on consumer products and household appliances is now commonplace with increased public attention on safety issues. In the present study, the number of on-product warning messages was manipulated to examine perceived risk. Risk assessment for individual warning messages associated with a product and the overall perceived risk level for the product were examined and compared. We hypothesized that the number and contents of warnings may influence the perceived risk level for both the individual warning message and the overall perception of danger. Warning messages were presented in the format of either discrete messages or as messages as part of a group, then compared with regard to their perceived risk. The results showed that the perceived risk declined in a stepwise manner as a function of the number of low-criticality warning messages, thereby producing a dilution effect. This dilution effect appeared to take place as the number of low-risk warnings increased beyond five messages. The implications for safety and product design are discussed.