Communicating risk information on pharmaceutical websites
O'Donoghue, A. C., Sullivan, H. W., Rupert, D. J., Fitts Willoughby, J., & Aikin, K. J. (2019). Actors in whitespace: Communicating risk information on pharmaceutical websites. Health Marketing Quarterly, 36(2), 152-167. https://doi.org/10.1080/07359683.2019.1575063
This study examined the use of an actor to communicate prescription drug risks on pharmaceutical websites. Participants viewed risk information for a fictitious drug in one of several static visual formats or as a paragraph plus an animated actor; and with or without a signal directing them to the risk information text. The signal had little effect on outcomes. Format did not affect risk processing, but participants in the actor condition thought the website placed less emphasis on benefits. Actors communicating risk information on a pharmaceutical website do not appear to improve consumers' understanding of prescription drug information.