Biomedical Engineering Reference
In-Depth Information
under the premise that it is ineffi cacious or adjust the regimen at their own discretion,
leading not only to dissatisfaction with the product but also to possibly severe health
risks. Therefore, expectations of effi cacy that are built on one attribute not only deter-
mine adherence at the awareness stage but also continued adherence in the trial and
adoption stage, as they may “spill over” to affect effi cacy judgments post use, as
discussed in the trial and adoption phase of this chapter.
11.2.3.3
Perceptual Properties
Besides attractiveness in general, medication's specifi c properties may infl uence
effi cacy expectations. Evidently, perceptions of product effi cacy are driven by the
physical properties of the product, including size, color, and form (Buckalew and
Coffi eld
1982
; Buckalew and Ross
1991
; Coffi eld and Buckalew
1988
; Jacobs and
Nordan
1979
; Sallis and Buckalew
1984
). Studies have found, for instance, that
capsules are perceived as being more powerful and effi cacious than pills (Buckalew
and Coffi eld
1982
; Buckalew and Ross
1991
) and that larger, vs. smaller, pills are
perceived as more effi cacious perhaps due to a “bigger is better” lay theory
(Blackwell et al.
1972
; Buckalew and Coffi eld
1982
).
One stream of research focuses on the effect of color on perceived effi cacy of
medications to fi nd that consumers' effi cacy expectations are based on a drug's
color, for both prescription and OTC medications. For instance, Sallis and Buckalew
(
1984
) found that red drugs are perceived to be most effi cacious and white drugs the
least; in fact, the perceived effi cacy of pills in decreasing order was as follows: red,
black, orange, yellow, green, blue, and white. Moreover, in terms of therapeutic
class, red pills were perceived to target cardiovascular and blood-related systems
(Buckalew and Ross
1991
) and were classifi ed as stimulants, blue pills were classi-
fi ed as depressors or tranquilizers (Jacobs and Nordan
1979
) and beige/orange pill
were perceived to target skin conditions (Buckalew and Ross
1991
).
The color of pharmaceutical product packaging was also found to have an effect on
consumer perceptions. Roullet and Droulers (
2005
) showed that for pharmaceutical
drugs, red, brown, and gray (vs. yellow and green) packages were perceived to be
designed for serious illness; brown, red, and orange packages were perceived to require
precaution of use (vs. blue, green, and yellow); and that brown and red packages were
perceived to be more expensive than orange or yellow packages. In general, products
in dark packages (red, blue, and brown) were perceived to act more rapidly, to be more
expensive, involve greater side effects and be and more curative than light-hued
packages (yellow, green orange, and gray).
In terms of potency perceptions, Roullet and Droulers (
2005
) found that brown
and red packages corresponded to greatest potency scores (compared to green or
yellow hues). With regard to perceptions of a drugs action area, dark packages were
related to heart condition. Although their results did not reach statistical signifi -
cance, light packages were related to antipyretics.
These fi ndings have signifi cant implications for pharmaceutical marketers.
Oftentimes, in DTC advertising, pharmaceutical marketers specifi cally highlight
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