Actors in whitespace: Communicating risk information on pharmaceutical websites

• Main Authors: Aikin, K.J (Author), Fitts Willoughby, J. (Author), O’Donoghue, A.C (Author), Rupert, D.J (Author), Sullivan, H.W (Author)
• Format: Article
• Language: English
• Published: Routledge 2019
• Subjects: adult; Adult; aged; Aged; Animation; consumer health information; Consumer Health Information; controlled study; Direct-to-Consumer Advertising; direct-to-consumer advertizing; direct-to-consumer promotion; drug industry; Drug Industry; female; Female; human; Humans; Internet; male; Male; middle aged; Middle Aged; online video; prescription drug; prescription drugs; Prescription Drugs; procedures; questionnaire; randomized controlled trial; risk assessment; Risk Assessment; risk communication; Surveys and Questionnaires
• Online Access: View Fulltext in Publisher
• ISBN: 07359683 (ISSN)
• DOI: 10.1080/07359683.2019.1575063

This study examined the use of an actor to communicate prescription drug risks on pharmaceutical websites. Participants viewed risk information for a fictitious drug in one of several static visual formats or as a paragraph plus an animated actor; and with or without a signal directing them to the risk information text. The signal had little effect on outcomes. Format did not affect risk processing, but participants in the actor condition thought the website placed less emphasis on benefits. Actors communicating risk information on a pharmaceutical website do not appear to improve consumers’ understanding of prescription drug information. © 2019, © 2019 Taylor & Francis Group, LLC.