Processing prescription drug information under different conditions of presentation

Objectives: The purpose of this study was to investigate individuals' proce ssing of prescription drug information under different conditions of presen tation. Design: Videotapes and written materials were used to develop 12 di fferent conditions of presentation and data were collected via a mailed sur vey methodology. Controlling for respondent age, we studied respondents' pe rceptions of cognitive effort required to process the information, informat ion overload, and evaluative response to the information. Also, we document ed and studied the number of questions reported after exposure to the infor mation. Subjects: Study materials were mailed to 624 volunteers living in t he United States, of which 477 (76.4%) returned completed data forms. Resul ts and conclusions: The results suggest there is a balance between the need for information at a level sufficient for individuals to make decisions an d the need for information that will not overload individuals as they cogni tively process it. (C) 2001 Elsevier Science Ireland Ltd. All rights reserv ed.