Concrete Action Plans in TV Messages to Increase Reading of Drug Warnings
- 1 December 1979
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 6 (3) , 256-269
- https://doi.org/10.1086/208767
Abstract
A field experiment tested the effect of exposure to messages, added to over-the-counters drug ads, which urged that package warnings be read. Combining concrete contextual language and a visual action demonstration produced a short-term increase in package inspections and in tendencies to read in-store warning signs.Keywords
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