Abstract
Using data obtained from a field experiment involving 957 consumers, this study investigates the linkage between hazard warnings and precautionary behavior, as well as the structure of the information about product usage and risks that consumers store in their memories. Through the use of a methodology based on an open-ended memory recall task, we measure how consumer recall of information on product labels is affected by the type and format of the information and infer the structure by which this information is stored in their memory. The methodology also allows us to explore the importance of limitations on consumers' cognitive abilities. In particular, we find that consumers substitute greater recall of risk information for recall of usage information, indicating a tradeoff among the different types of information conveyed on a product label. We also found that in the case of cluttered labels, as typified by many existing product labels, information overload results, which may make labeling ineffective in achieving its intended informational objective.
Similar content being viewed by others
References
Bettman, James R.An Information Processing Theory of Consumer Choice. Reading, Massachusetts: Addison-Wesley Publishing Company. 1979.
Bettman, James, Payne, John W., & Staelin, Richard. Cognitive Considerations in Designing Effective Labels for Presenting Risk Information.Journal of Marketing and Public Policy (Vol. 5, 1986), pp 1–28.
Beihal, Gabriel & Chakravarti, Dipankar. Informational-Presentation Format and Learning Goals as Determinants of Consumers' Memory Retrieval and Choice Processes.Journal of Consumer Research (Vol. 8. 1982), pp 431–441.
Biehal, Gabriel & Chakravarti, Dipankar. Consumers' Use of Memory and External Information in Choice: Macro and Micro Perspectives.Journal of Consumer Research Vol. 12, 1986) pp 382–405.
Gaeth, Gary J., & Shanteau, James. Reducing the Influence of Irrelevant Information on Experienced Decision Makers.Organizational Behavior and Human Performance (Vol. 33, 1984), pp 263–282.
Grether, David, Schwartz, Alan, & Wilde, Louis L. The Irrelevance of Information Overload: An Analysis of Search and Disclosure.Southern California Law Review (Vol. 59, 1985), pp 277–303.
Grether, David M. & Wilde, Louis L. Consumer Choice and Information: New Experimental Evidence.Information Economics and Policy (Vol. 1, 1983) pp 115–144.
Jacoby, Jacob, Speller, Donald E., & Berning, Carol K. Brand Choice Behavior as a Function of Information Load: Replication and Extension.Journal of Consumer Research (Vol. 1, 1974) pp 33–42.
Jacoby, Jacob, Speller, Donald E., & Kohn, Carol A. Brand Choice Behavior as a Function of Information Load.Journal of Marketing Research (Vol. 11, 1974), pp 63–69.
Kassarjian, Harold H. Content Analysis and Consumer Research.Journal of Consumer Research (Vol. 4, June, 1977), pp. 8–18.
Keller, Kevin Lane & Staelin, Richard. Effects of Quality and Quantity of Information on Decision Effectiveness. Fuqua School of Business Working Paper, Duke University, January, 1987.
Magat, Wesley A., Payne, John W., & Brucato, Peter F. Jr. How Important is Information Format? An Experimental Study of Home Energy Audit Programs.Journal of Policy Analysis and Management (Vol. 6, No. 1, 1986), pp 20–34.
Magat, Wesley A. & Viscusi, Kip W. Informational Approaches to Regulation (manuscript in progress).
Malhotra, Naresh K. Information Load and Consumer Decision Making.Journal of Consumer Research (Vol. 8, March, 1982), pp 419–439.
Russo, J. Edward. More Information is Better: A Reevaluation of Jacoby, Speller, and Kohn.Journal of Consumer Research (Vol. 1, 1974), pp 68–72.
Scrull, Thomas K., Lichtenstein, Meryl, & Rothbart, Myron. Associative Storage and Retrieval Processes in Person Memory.Journal of Experimental Psychology (Vol. 11, No. 2, 1985), pp 316–345.
Staelin, Richard & Payne, John W. Studies of the Information-Seeking Behavior of Consumers. In:Cognition and Social Behavior. John S., Carroll and John W., Payne, eds., Hillsdale, N.J.: Lawrence Erlbaum, 1976, pp 185–201.
Summers, John O. Less Information is Better?Journal of Marketing Research (Vol. 11, November, 1974), pp 467–468.
Viscusi, W. Kip & Magat, Wesley A.Learning about Risk; Consumer and Worker Responses to Hazard Information Cambridge: Harvard University Press, 1987.
Viscusi, W. Kip & Magat, Wesley A. Analysis of Economic Benefits of Improved Information: Project Period Two Report. U.S. Environmental Protection Agency, March, 1986.
Viscusi, W. Kip, Magat, Wesley A., & Huber, Joel. Informational Regulation of Consumer Health Risks: An Empirical Evaluation of Hazard Warnings.Rand Journal of Economics (Vol. 17, No. 3, Autumn, 1986).
Wilkie, William L. Analysis of Effects of Information Load.Journal of Marketing Research (Vol. 11, November, 1974), pp 462–466.
Additional information
Fuqua School of Business, Duke University
Department of Economics, Northwestern University
Fuqua School of Business, Duke University
Rights and permissions
About this article
Cite this article
Magat, W.A., Viscusi, W.K. & Huber, J. Consumer processing of hazard warning information. J Risk Uncertainty 1, 201–232 (1988). https://doi.org/10.1007/BF00056168
Issue Date:
DOI: https://doi.org/10.1007/BF00056168