Effectiveness of warnings on alcoholic beverages: consumers' information processing objectives and level of fear

Article Abstract:

Studies indicate that alcoholic beverage warning labels are most effective in educating consumers about the risks of drinking when they have a low fear appeal and when the consumer has a memory-set, or information seeking, frame of mind. Consumers who had an attitude-set frame of mind, where they form an opinion on the product as they encounter it, are more responsive to warning labels which convey a higher fear level. Further research on the most effective way to disseminate information regarding the risk of alcohol should be done so manufacturers can limit their liability risks.

Case studies, Product liability, Products liability, Danger perception

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Uncertainty reduction in product warnings: effects of fear in signal word and hazard statement

Article Abstract:

Product warning labels use signal words and hazard statements to create a fear response and influence consumers' perceptions of hazard. A study of alcohol beverages' labels showed a higher fear reaction to 'Danger' with a moderate risk listed than 'Caution' with the same moderate risk. Other words and phrases portray different levels of hazard as well as colors and symbols. Reducing consumer uncertainty when reading hazard labels will allow consumers to make accurate decisions concerning the safety of a product.

Analysis

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Uncertainty reduction in product warnings: effects of fear and color

Article Abstract:

The combination of hazard statements and colors with a high-fear response are more effective in conveying hazards on alcoholic beverage labels than combining hazard statements with neutral or pleasing colors. Warning labels should reduce consumer uncertainty concerning the safety of any given product and an inconsistent use of hazard statements and non-fear reactive colors can cause confusion and increase consumer uncertainty.

Research

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