Factors Affecting Adherence to Governmental Health Warnings and the Case of Over-the- Counter Cough and Cold Medications (OTCCCM) in Children Under Two - Innovation and Marketing in the Pharmaceutical Industry - page 354

4

Experienced Parents
Inexperienced Parents

3

2

1

Fig. 12.2 Average parental trust of information sources by experience. “How much do you trust each
of the following sources to provide you with accurate information about the safety and effectiveness of
over-the-counter medicines for your children?” Experienced parents ( N = 142) had older children in
addition to a child age 2 or younger. Inexperienced parents ( N = 76) had only a child age 2 or younger.
Trust Scale: 1 = Not At All; 2 = A Little; 3 = Somewhat; 4 = A Lot. Sample warnings , Sample Warning A:
A poster from the “Road Crew” organization of Wisconsin intended to reduce drunk driving by offering
alternative transportation services between bars and homes in older luxury vehicles. “Road Crew” is
funded by the National Highway Traffi c Safety Administration, the Wisconsin Department of
Transportation, and Miller Brewing. See: http://www.roadcrewonline.org/ and http://nudges.wordpress.
com/how-do-you-keep-drunk-drivers-off-the- road-give-em-a-ride-home-in-a-limo/ (both accessed
September 27, 2011). Sample Warning B: A poster from the FDA aimed at reducing misuse of prescrip-
tion pain relievers among young people. Downloaded from: http://www.fl ickr.com/photos/fdapho-
tos/5323869799/in/set- 72157625747043384 (accessed September 27, 2011). Sample Warning C: A
warning sign from the North Coast Regional Water Quality Control Board in California about water
safety issues due to toxic algae in the Klamath River. Downloaded from: http://www.klamathriver.org/

images/Algae-warning-sign.jpg (accessed September 27, 2011). Sample Warning D: A cigarette pack-
age warning label from the Australian Department of Health and Ageing outlining the benefi ts of smok-
ing cessation and promoting a help line for those who wish to quit. Downloaded from: http://www.
docstoc.com/docs/32770535/Quitting-will-improve-your-health (accessed September 27, 2011)

effects. This way, excessive deliberation is minimized and there is a better fi t with
parents' focus on prevention of side effects relative to promotion of effi cacy.
Pretesting for the specifi c attributes that resonate best may be warranted.
Third, we suggest rephrasing the warning for greater vividness, ensuring
congruence between the imagery and the message, and repeating the message over
time (or incorporating in packaging). Our fourth recommendation is to construct a