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The Use of Vivid Stimuli to Enhance Comprehension of the Content of Product Warning Messages
Author(s) -
KELLEY CRAIG A.,
GAIDIS WILLIAM C.,
REINGEN PETER H.
Publication year - 1989
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.1989.tb00247.x
Subject(s) - product (mathematics) , comprehension , psychology , advertising , computer science , cognition , cognitive psychology , business , mathematics , neuroscience , geometry , programming language
Thousands of consumers are injured annually using consumer products. It is intuitively plausible that vivid product warnings may improve communication of the hazards associated with product use, yet vividness effects have been difficult to demonstrate empirically. Vivid product warnings are shown to increase accurate memory of the hazards associated with product use by enhancing cognitive elaboration on the content of a product warning message. Moreover, vivid product warnings may not, in and of themselves, generate negative elaborations regarding the safety of the product in question.