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Older adult selection and use of over-the-counter (OTC) medications is informed by a range of motivations and rationales-forming different older adult personas. Holden et al. (2019) categorized older adults seeking OTC medications into two personas: habit followers and deliberators. The goal of this paper is to 1) operationalize and expand on the persona types proposed by Holden et al. 2) use these definitions to characterize the types of older adult personas and 3) explore the relationship between over the counter medication misuse and persona type. Our preliminary analysis identified 3 persona types with differing rates of misuse: 1) deliberators (m=1.8 (range 0-3) instances of misuse), 2) habit followers- formal source dependent (m=0 instances of misuse), 3) habit followers- informal source dependent (m=2.1 (range 1-3) instances of misuse). Information about safe medication choices, provided by physician or pharmacist recommendation, was seen to be critical in safe decision-making about OTC medication selection and use.

Older Adult Shopping Persona Types and its Impact on Over-the-Counter Medication Misuse