High Levels of Behavioral Compliance in a Realistic Product Assembly Task

Abstract

This study examined the effects of message framing on behavioral compliance in the context of a believable lab-based scenario designed to disguise the true purpose of the research. Participants were led to believe that the study's purpose was to improve the instructions that accompany consumer products requiring full or partial assembly and that they would perform a carpentry task that involved the use of several types of manual and power tools (e.g., a circular saw). The assembly instructions provided to them either did or did not contain a framing message. When it was present, the message was either framed positively (gain-frame) or negatively (loss-frame), or it merely instructed them to use personal protective equipment (PPEs) as directed by the on-product warning. An important outcome was the relatively high level of behavioral compliance observed. The message framing manipulation was not successful, but slightly higher levels of compliance were observed among participants in the loss-frame condition. Unexpectedly, level of experience (operating the circular saw) was positively related to compliance. This finding contrasts with the usual familiarity effects reported in other warnings research. Implications of this study for future research are discussed.