When fine print backfires: Side-effect warnings for a medication may actually increase product sales, says a new study in Psychological Science.
Researchers showed participants TV advertisements with and without potential risks and found that, immediately after seeing a warning ad, participants were less likely to purchase the product. However, after a few weeks, people who saw the TV spot cautioning side effects actually bought more of the item than those who saw just a promotional ad.
What’s going on? “The presence of a warning increases the product’s appeal because it boosts trust—a message that presents cons in addition to pros seems more credible,” says study author Ziv Carmon, Ph.D. Short-term, the specific risks stand out, “but over time, details fade into the background and what stands out the most in people’s minds is the credibility of the company.”
So how do you know if the laundry list of potential downsides outweighs the benefit of a medication? Put the risks in perspective. “Companies are required by law to list possible side effects, but there are so many that people often think all of them are common,” says Ted Epperly, M.D., Men’s Health family medicine advisor. “Most side effects are extremely rare, so it’s important to talk to your physician about the risks of a medication. He will be able to help put the threats and benefits in context of your life and other medications you are taking.”
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