Is it still working? Task difficulty promotes a rapid wear-off bias in judgments of pharmacological products

Ilyuk, V and Block, L and Faro, D (2014) Is it still working? Task difficulty promotes a rapid wear-off bias in judgments of pharmacological products. Journal of Consumer Research, 41 (3). pp. 775-793. ISSN 0093-5301

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Abstract

Misuse of pharmacological products is a major public health concern. Seven studies provide evidence of a rapid wear-off bias in judgments of pharmacological products: consumers infer that duration of product efficacy is dependent on concurrent task difficulty, such that relatively more difficult tasks lead to faster product wear-off. This bias appears to be grounded in consumers' incorrect application of a mentalmodel about substance wear-off based on their experiences with, and beliefs about, various physical and biological phenomena. Results indicate that the rapid wear-offbias affects consumption frequency and may thus contribute to overdosing of widely available pharmacological products. Further, manufacturers' intake instructions in an interval format (e.g., "Take one pill every 2-4 hours") are shown to signal that efficacy is task dependent and reinforce the bias. Debasing mechanisms' interventions to reduce the rapid wear-off bias and its impact - along with implications for consumers, marketers, and public health officials, are discussed.

Item Type: Article
Additional Information: © 2014 Journal of Consumer Research Inc.
Subject Areas: Marketing
DOI: 10.1086/677562
Date Deposited: 02 Mar 2016 18:51
Last Modified: 22 Mar 2016 19:09
URI: http://lbsresearch.london.edu/id/eprint/59

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