PHP1 - Effect Of Involvement On Information Processing From Over-The-Counter Drug Facts Panel

Abstract

The study objective was to assess the effect of involvement on information processing from over-the-counter (OTC) Drug Facts panel. In this experimental, cross-sectional study the effect of extrinsic involvement when processing two experimental labels was evaluated. Labels designed based on concepts of chunking, congruency and information placement were compared to the current OTC label. Extrinsic involvement was measured using a previously validated and reliable scale along with information processing variables measured using the OTC-label evaluation process model. The participants were tested for label comprehension, ease of use, attitude towards the label, product evaluation and purchase intention. Data was coded and analyzed using SAS® 9.3 at an apriori significance level of 0.05. MANCOVA, ANCOVA, Dunnett’s post-hoc analyses were done to test the study objective. Of the 249 survey participants (81.4% response rate) majority were females (55.4%) with a mean age of 36.8 (± 9.6) years. Most of them had a college level education (54.2%) and worked in the health care field (61.4%). In general, extrinsic involvement scores were high (3.81 ± 1.03). MANCOVA indicated a statistically significant effect of involvement between the label types (p<0.0001). ANCOVA and Dunnett’s post hoc revealed that the level of involvement for attitude towards the label was significantly higher for Label A with warnings placed after the chunk (Uses, Directions, Other Information) as compared to Label B with warnings placed before the chunk and Label C, the current OTC label (p<0.0001). Consumer involvement plays a significant role in information processing. Consumer attitude towards the label information is affected by their level of involvement. When the consumer is more involved he is more likely to understand the given information and have a favorable attitude towards the product.