Biomedical Engineering Reference
In-Depth Information
warning may be obtained if the message is worded in a manner that “nudges” rather
than coerces the recipient to adhere.
Sample Warning A exemplifi es “nudging” rather than coercion in that it is
worded to increase the recipient's awareness of the safer option and its conse-
quences without explicitly instructing the recipient to choose it. Sample Warning B
is a bit more coercive, but still makes it clear that the choice is ultimately up to the
recipient (i.e., “think twice”). Sample Warnings C and D are more coercive, clearly
instructing the recipient to adopt the desired healthier behaviors (e.g., avoid water
contact and call Quitline).
12.1.8
Excessive Deliberation
Ratner et al. (
2008
) discuss several natural cognitive and emotional biases that may
be counteracted to assist consumers in making better medical decisions. For exam-
ple, consumers who deliberate excessively tend to focus too much on less relevant
criteria (Wilson and Schooler
1991
), become more emotionally attached to the
options (Carmon et al.
2003
), and experience lower post-decision satisfaction
(Dijksterhuis et al.
2006
).
All of the sample warnings included in the chapter involve some degree of delib-
eration represented by the textual portion of the warning poster. However, for highly
vivid warnings like Sample Warnings A and B, deliberation is clearly secondary to
the immediate impact of an emotionally charged image. Sample Warning C relies
most upon deliberation, as it consists almost exclusively of text outlining the logical
arguments in favor of adherence to the warning. Sample Warning D also relies upon
deliberation in providing the recipient with a brief summary of the scientifi c evi-
dence in favor of adherence; images are also included but (unlike Sample Warnings
A and B) do not illustrate the risks of non-adherence or the benefi ts of adherence.
12.1.9
The “Present Bias”
Ratner et al. (
2008
) also review fi ndings that people often weigh the here and now
disproportionately (referred to as “the present bias”) (O'Donoghue and Rabin
1999
)
and appear overconfi dent about how they will act differently in the future (“I can
stop smoking later if I want to”) (Soman
1998
; Zauberman
2003
; Zauberman and
Lynch
2005
). In the context of the FDA warning, “the present bias” may be evident
as a tendency to administer the medication to the child, thereby achieving immedi-
ate improvement in the child's symptoms and discomfort despite the risk of poten-
tial harmful side effects. “The present bias” may be counteracted by suggesting
alternative means of relieving children's cough and pain, and reducing their fever.
Such alternative natural remedies may include honey and a humidifi er to alleviate
cough, and mild temperature baths to reduce fever.
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