Intended and Unintended Consequences of Warning Messages: A Review and Synthesis of Empirical Research

Abstract

The authors review the diverse literature on the effects of product warnings. They conclude that warnings inform rather than persuade consumers and consumers selectively attend to warning messages. They also examine research on potential warning message ineffectiveness due to frequent use and on possible reactive behavior induced by warning messages. They conclude that greater caution in the design of warning messages is needed because of the multiple effects of warnings and the varying responses of different groups of consumers. Furthermore, they suggest that warning messages should be designed using empirical research rather than expert opinion or judgment.