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 355

two-sided warning, as such messages have been shown more persuasive, augmenting
recipients' sense of choice and certainty. We also suggest incorporating alternative
safe approaches (e.g., natural remedies) to counteract “the present bias.” Finally,
future studies should evaluate consumer resource allocation to a warning message
so that resources associated with the message can be matched to it for enhanced
effectiveness.
We believe that by implementing these suggestions gleaned from the marketing
literature and our own research, governmental health agencies can increase the effi -
cacy of their health warnings, resulting in signifi cantly greater adherence and reduc-
ing the prevalence of adverse consequences in the general public associated with
non-adherence.
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