A Behavioral Study of Warning Labels for Consumer Products: Perceived Danger and Use of Pictographs

Abstract

This study focused on the effectiveness of warning labels placed on consumer products differing in perceived “danger” or “hazard.” A 2×4 between-subject design (N=131) was performed, incorporating two levels of product danger (circular saw=high level of danger; jigsaw=low level of danger) and four levels of warning label (words only, pictograph only, words+pictograph, and no warning). Effectiveness was investigated by studying the behavior of product users to determine who noticed, read, complied and recalled the warning message. Overall results indicated that subjects noticed, read and complied with warnings placed on the product perceived to be more dangerous than on the product perceived to be less dangerous. Additional data suggest that people more familiar with use of the product will tend to read, comply and recall the warning less than those less familiar. Also people more confident with the use of the product will tend to read and comply less than those less confident. Type of warning label showed no effect. However, in all conditions with a warning label, an average of 25.5% complied with the warning (range 12.5 – 50%), and without a warning label no one took precautionary action consistent with the warning message. The findings support the contention that the use of conspicuously designed and placed warning labels on products will influence people to behave cautiously.