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| Titel: |
The Effect of Pictures on Vividness of OTC Medication Packages |
| Auteur: |
Sansgiry, Sujit S. Cady, Paul S. Sansgiry, Shubhada |
| Verschenen in: |
Health marketing quarterly |
| Paginering: | Jaargang 15 (1998) nr. 2 pagina's 101-108 |
| Jaar: |
1998-04-08 |
| Inhoud: |
This study evaluated the effect that pictures had on the vividness of over-the-counter (OTC) medication packages. One hundred OTC medications, analgesic and cough-old products, fifty packages with and fifty without pictures, were selected randomly from a local grocery store. Product labels were evaluated by fifty pharmacy students who had completed an OTC medication didactic course and fifty students who had not completed the course. Packages with pictures were rated higher on vividness and were considered more interesting, reassuring, stimulating, and convincing compared to packages without pictures. Although, the effect of vividness was evident, pictures had no effect on product recommendation scores. Participants completing a OTC medication course had significantly lower product recommendation scores compared to those who had not completed the course. Packages were considered to have very little informational value as opposed to promotional value. Manufacturers may consider these results in future package design techniques. |
| Uitgever: |
Routledge |
| Bronbestand: |
Elektronische Wetenschappelijke Tijdschriften |
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