Lepkowska White, E., & Parsons, A. L. (2001). Comparison of warnings and resulting attitudes. Journal of Consumer Affairs, 35(2), 278-294.

Lepkowska White, E.; Parson, A.

2001

Lepkowska White, E., & Parsons, A. L. (2001). Comparison of warnings and resulting attitudes. Journal of Consumer Affairs, 35(2), 278-294.

geen

Presents results which show that education level and warning vocabulary affect consumer reactions to warnings. 44 adult consumers who did not complete high school were not able to comprehend warnings that contained difficult vocabulary as well as warnings with simple words. They perceived products that carry warnings with simple words as safer than products labeled with warnings containing difficult words. However, 61 consumers with more education (Ss completed at least a bachelor's degree) were found to have more negative attitudes toward warnings with difficult words than warnings with simple words despite understanding the warnings equally well.

The results of this analysis suggest that, given high consumer involvement, education is associated with warning comprehension. Warning messages are supposed to be designed so that a majority of consumers can comprehend them well and use products more safely. This research indicates that the presence of difficult words in warnings may negatively affect comprehension of warnings for some consumer groups.

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