Effects of Warning Explicitness on Product Perceptions

Abstract

A common assumption of manufacturers is that explicit warning labels will deter consumers from purchasing products. This study explored people's reactions to explicit and nonexplicit warning labels, where explicitness refers to how specifically the potential injury consequences were described. 108 subjects completed a 12-item questionnaire for each of nine familiar consumer products. The questions covered the severity of potential injury, product familiarity, product hazards and dangerousness, manufacturer's concerns, and potential purchasing decisions. Results suggest that products are perceived as more dangerous and related injuries as more severe when warnings are explicit. Also, with explicit warnings subjects report that they better understand the hazards, that they are being provided with all the necessary safety information, and that manufacturers are more concerned about safety. There was no clear indication that more explicit warnings either deter people from purchasing a product or increase the likelihood of a purchase.