“Mental mirrors” of pharmacists: How do pharmacists perceive their over-the-counter customers?

Abstract

Abstract The aim of this study was to analyse how a sample of Finnish pharmacists perceived a number of video-taped customers requesting over-the-counter medicines. The conceptual basis of the study was cognitive psychology. Eleven female pharmacists took part in the study. In a questionnaire, each pharmacist was asked how she perceived each customer and to say what information she would have given the customer if time was available in the pharmacy. This was followed by a set of questions to which the pharmacist responded by using the ordinal scales provided. The data were analysed by a combination of qualitative and quantitative methods. The reaction to a specific situation was found to vary considerably among the pharmacists and was influenced by the cognitive structures of the pharmacist, the perceived personal qualities of the customer and the situation. The pharmacists indicated that they would give health information to complement information about the OTC preparation if time was available. Customers who were presumed to be independent would be given more information about side effects and alternative preparations than other customers.