Pest-Control Products: Reading Warnings and Purchasing Intentions

Abstract

This research is part of a large study examining people's perceptions of household pest-control products. Described in this report are the variables associated with peoples' willingness to read warnings on these products and the variables associated with likelihood to purchase. Two subject samples, comprised of 70 undergraduates and 20 adults, examined 22 pest-control products and responded to a questionnaire assessing perceptions of the products, the packaging, and the warnings. Results showed that product hazardousness, warning understandability, and warning attractiveness strongly related to subjects willingness to read the warnings. Unexpectedly, readability analyses indicated subjects would more likely read warnings with more sentences/statements and written at higher grade levels. A different set of variables was related to purchasing intentions. Subjects reported greater willingness to purchase products that were more familiar and which had more attractive packaging. Regression analyses were also performed to obtain models predictive of reading warnings and purchasing intentions. The results are discussed in terms of manufacturers' concerns of sales and consumer safety. The relative independence of subjects' purchasing intentions and the variables related to reading warnings suggests that manufacturers can place appropriate and effective warnings on pest-control products without the fear of reduced buying intentions.