The Biasing Effects of Product Familiarity on Consumers' Awareness of Hazard

Abstract

Although toxic shock syndrome (TSS) and its connection to tampon use has been highly publicized, the extent of the average consumer's knowledge of the specific hazards involved is questionable. Women become familiar with this product and therefore may underrate its hazards and fail to notice warnings. A survey was conducted to determine women's awareness of the hazards of tampon use, their awareness of warnings about TSS, and their knowledge of the symptoms of TSS. They were not so likely to notice warnings on or in the tampon packages when they switched products as they were earlier. They were not well informed as to the symptoms of TSS, and many did not know that more absorbent tampons are more hazardous. The relationship of these results to the familiarity effect is discussed. Also, implementation by manufacturers of effective warnings on these products in order to enable women to use them safely is discussed and recommended.