EXPLICITNESS OF CONSEQUENCE INFORMATION IN WARNINGS

Four experiments were carried out to assess effects of product warning explicitness on purchase preferences and caution in use. Explicitness was defined as the specificity or detail with which potential injury consequences were described. All experiments employed a paradigm in which warnings varying in explicitness were described for familiar products. Subjects rated various perceptions of the products, purchase preferences, and intent to act cautiously in using the product. Results indicated that more explicit warnings were associated with greater levels of perceived dangerousness, hazard understanding, injury severity, and manufacturers' concern. While explicit warnings were also associated with an increased intent to act cautiously in using products, no clear relationship was found between explicitness and purchase preferences. It is recommended that product warnings should be explicit regarding injury consequences, especially where injuries may be severe. Given such information, product users, particularly those less familiar with a product, are more likely to exercise greater caution during use. Further, manufacturers' concern that explicit warnings may negatively impact sales appears to be unwarranted.