Efficacy Expectations and Adherence: Evidence of Consumer Biases and Heuristics in Pharmaceutical Marketing - Innovation and Marketing in the Pharmaceutical Industry - page 316

Fig. 11.3 Factors that affect effi cacy expectations at the awareness stage

11.2.1 Systematic Processing Biases: Perceived Risks

and Perceived Benefi ts

Consumers may intend to pay equal attention to benefi ts and risks and make an
informed judgment; however, the way the information is presented may make certain
information more salient, infl uencing perceptions by leading to usage of heuristics
and causing biases in decision-making. Further, the incidental context in which the
consumer makes judgments about a medication's effi cacy (e.g., consumers' mood)
may infl uence effi cacy expectations.

11.2.1.1 Affect Heuristic

When consumers are exposed to information regarding risk and potential danger,
they often make decisions based on their instinctive affective reactions (of which
they may not be consciously aware). Since easily accessible affective (emotional)
impressions are an effi cient alternative to deliberate analysis in comprehending risk