Dr. Mom and other influences on younger and older adults' OTC medication purchases

The present study examined age differences in the sources of information th at older and younger adults use when making decisions about purchasing over -the-counter (OTC) cold/allergy medications. Participants completed a quest ionnaire addressing information sources that influence OTC purchases and ad vertising awareness. The questionnaire was given either before or after com pleting a decision task in which they searched a computerized display of la bel information and chose one of seven brand name medications to purchase. Analyses revealed age-related differences in sources of information conside red and label information used when purchasing OTC medications. Priming par ticipants to recall specific advertising claims using the questionnaire had little effect on the information used by younger or older adults. Younger adults relied on price and product use information, whereas older adults re lied on side effect and drug interaction information. This finding has impl ications for OTC label design and health care professionals who counsel pat ients about OTC medication usage.