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 wh ich warnings varying in explicitness were described for familiar produ cts. Subjects rated various perceptions of the products, purchase pref erences, and intent to act cautiously in using the product. Results in dicated that more explicit warnings were associated with greater level s of perceived dangerousness, hazard understanding, injury severity, a nd manufacturers' concern. While explicit warnings were also associate d with an increased intent to act cautiously in using products, no cle ar relationship was found between explicitness and purchase preference s. It is recommended that product warnings should be explicit regardin g 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. Fu rther, manufacturers' concern that explicit warnings may negatively im pact sales appears to be unwarranted.