Consumer Comprehension of Information on Over-the-Counter Medication Labels: Effects of Picture Superiority and Individual Differences Based on Age

Abstract

Labels containing information from existing over-the-counter (OTC) products were simulated to investigate how pictures can be used effectively to communicate information. Two controlled factors, age (younger and older adults) and label designs (picture-only, verbal-only, congruent picture-verbal, and incongruent picture-verbal), were tested to evaluate consumer information processing. Label designs were crossed with four products (headache, sinus pain relief, menstrual pain relief, and nighttime pain relief) to examine the picture superiority effect. Label designs and consumer's age had significant effects on the processing of information present on OTC medication labels. Older adults had lower scores on all variables than younger adults. Participants were less confused, were more satisfied, were more certain about their knowledge, and had a better understanding of label information when the label designs were congruent picture-verbal and verbal only than when the label designs were picture only and incongruent picture-verbal. Participants' purchase recommendation scores differed significantly across both factors.