Presentation
DH4 - Examining the Impact of Anti-Counterfeiting Alerts on Consumer Attention and Perception: A Preliminary Survey
DescriptionThe World Health Organization (WHO) has found that approximately 50% of the global pharmaceutical market may consist of counterfeit products, with a significant number originating from developing nations (Glass, 2014). The majority of research and anti-counterfeiting efforts to date have focused on supply side tactics (Ofori-Parku, 2022). More and better anti-counterfeiting methods and technologies are needed to protect consumers from the negative effects of counterfeit drugs.These negative effects include drugs that contain no active pharmaceutical ingredient (API), an incorrect amount of API, an inferior-quality API, a wrong API, contaminants, or repackaged expired products (Chambliss, Carroll, Yelvigi, et al., 2012; Ziance, 2008; FDA, 2011). In the wake of this market, the researchers strive to implement anti-counterfeiting methods and technologies to protect consumers from the negative effects of counterfeit medications. This presentation aims to examine the rising issue of counterfeit medications in both developing and developed countries, including the United States and more specifically explore how anti-counterfeiting warnings might help consumers make more informed purchase.
One underutilized approach to minimizing the purchase of counterfeit medications is by changing consumer purchase behavior through visual indicators on medication packaging to convey authenticity information. Research into packaging of medication has been thought to protect consumers, whereby the goods reach from the production center to the consumers in a safe and sound condition. With much of the research examining anti-counterfeiting covert indications placed on medication packaging, such as security inks, and holographic, very little research has been done to determine if consumers pay attention to overt anti-counterfeiting indicators on product packaging (Ting & Tsang, 2013). Important questions include whether warning or authenticity information will impact purchase behavior and if so what these indicators or warnings consumers should look like.
Research in the Heimstra Human Factors lab has found that anti-counterfeiting indicators are noticed by consumers and influence the perceptions of product authenticity as well as if they use that information to determine to purchase a product (Sterling & Peterson, 2022). However, minimal research has been completed on consumer attitudes toward counterfeit, substandard and falsified medicines in the United States. Researchers are unaware of any other research examining the impact of overt anti-counterfeiting warning labels on medication and their resulting effect on consumer perceptions related to the pharmaceutical illicit economy in the United States.
The ability to examine how consumers may interact with medications with and without anti-counterfeiting warnings may be useful in determining if overt indicators will impact consumer purchasing behavior. It’s also important to understand which kinds of overt anti-counterfeiting warnings are noticed by and impactful to consumers. Some of the research has suggested that the level of knowledge the consumer has about counterfeiting can impact the purchasing of counterfeit goods (Deisingh, 2004, Ting & Tsang, 2013). However, if consumers do not have the previous knowledge to examine the product packages for authenticity indicators, then it is not worth the resources for the manufacturers and regulatory bodies to put these warnings on product packages (Deisingh, 2004). The scope of this research is to examine which type of anti-counterfeiting warning, if any, is noticeable by consumers and the impact on their purchasing behavior.
There is a clear need for warning labels that convey product authenticity information appropriately, regardless of age, ability, or language skills. Previous research has found that anti-counterfeiting indicators are noticed by consumers and influence the perceptions of product authenticity (Sterling & Peterson, 2022). However, the previously studied warning design was text only, possibly hindering use by those with low vision or language comprehension limitation. Icons and symbols to portray anti-counterfeiting indicators may minimize these barriers and allow the user to extract critical information more quickly. Icons and symbols are used on packaging for consumer goods, for recycling, hazard, country origin icons, and nutritional facts. Researchers have designed a set of indicators that vary in a number of aspects. Specific considerations in warning or indicator design is has been given to the following:
Color of the indicator: color can be an effective attention getter however the wide variety of colors used on OTC medications may make use of a consistent color more or less conspicuous.
Icon usage: icons, once understood, are an easy way to alert consumers to the presence of information. Icons also have the ability to be understood by a wider audience with varying language skills. Icons must be designed with attention to low vision consumers. The warning labels ranged from using probability of being counterfeit, various colors, and icon usage.
Content/Language: The message or information provided can range from the generic to specific (e.g., negative impacts of counterfeit goods). Message content could also be framed positively (focus on authenticity) vs. negatively (focus on counterfeit)
The presentation will discuss the preliminary results from an electronic survey on consumer perceptions and attitudes about the counterfeit pharmaceutical industry and consumer perceptions of possible anti-counterfeit warning labels. The presentation will explain the development of potential warning indicators, including a discussion of the above noted issues. Further, the presentation will illustrate which warning indicators were likely to be noticed by consumers when placed on OTC packages. Heat maps of where respondents clicks on packaging continuing warning indicators highlights how different types of warning were examined by participants. Part one of the survey assessed knowledge regarding counterfeit medications including perceptions of the risks associated with counterfeit medications, the participants potential concerns, knowledge of counterfeits, and the factors influencing their purchasing decisions. Even more important is an initial investigation into the effect of warning indicator design. Three distinct indicator designs presented in three different colors were placed on over-the-counter medication packaging and presented to consumers to examine the noticeability of the labels. Consumers indicated, through mouse clicks, what they noticed on the packaging and then answered a set of questions specific to their probability of purchasing each specific product.
The results of this preliminary study will inform revision of the warning indicator design and the next stage of investigation will use eye tracking to evaluate indicator effectiveness. Specifically, how does the indicator inform indicator design decisions. Overall, the goal is to enhance consumer protection in the pharmaceutical industry and improve the authenticity communication on product packaging.
One underutilized approach to minimizing the purchase of counterfeit medications is by changing consumer purchase behavior through visual indicators on medication packaging to convey authenticity information. Research into packaging of medication has been thought to protect consumers, whereby the goods reach from the production center to the consumers in a safe and sound condition. With much of the research examining anti-counterfeiting covert indications placed on medication packaging, such as security inks, and holographic, very little research has been done to determine if consumers pay attention to overt anti-counterfeiting indicators on product packaging (Ting & Tsang, 2013). Important questions include whether warning or authenticity information will impact purchase behavior and if so what these indicators or warnings consumers should look like.
Research in the Heimstra Human Factors lab has found that anti-counterfeiting indicators are noticed by consumers and influence the perceptions of product authenticity as well as if they use that information to determine to purchase a product (Sterling & Peterson, 2022). However, minimal research has been completed on consumer attitudes toward counterfeit, substandard and falsified medicines in the United States. Researchers are unaware of any other research examining the impact of overt anti-counterfeiting warning labels on medication and their resulting effect on consumer perceptions related to the pharmaceutical illicit economy in the United States.
The ability to examine how consumers may interact with medications with and without anti-counterfeiting warnings may be useful in determining if overt indicators will impact consumer purchasing behavior. It’s also important to understand which kinds of overt anti-counterfeiting warnings are noticed by and impactful to consumers. Some of the research has suggested that the level of knowledge the consumer has about counterfeiting can impact the purchasing of counterfeit goods (Deisingh, 2004, Ting & Tsang, 2013). However, if consumers do not have the previous knowledge to examine the product packages for authenticity indicators, then it is not worth the resources for the manufacturers and regulatory bodies to put these warnings on product packages (Deisingh, 2004). The scope of this research is to examine which type of anti-counterfeiting warning, if any, is noticeable by consumers and the impact on their purchasing behavior.
There is a clear need for warning labels that convey product authenticity information appropriately, regardless of age, ability, or language skills. Previous research has found that anti-counterfeiting indicators are noticed by consumers and influence the perceptions of product authenticity (Sterling & Peterson, 2022). However, the previously studied warning design was text only, possibly hindering use by those with low vision or language comprehension limitation. Icons and symbols to portray anti-counterfeiting indicators may minimize these barriers and allow the user to extract critical information more quickly. Icons and symbols are used on packaging for consumer goods, for recycling, hazard, country origin icons, and nutritional facts. Researchers have designed a set of indicators that vary in a number of aspects. Specific considerations in warning or indicator design is has been given to the following:
Color of the indicator: color can be an effective attention getter however the wide variety of colors used on OTC medications may make use of a consistent color more or less conspicuous.
Icon usage: icons, once understood, are an easy way to alert consumers to the presence of information. Icons also have the ability to be understood by a wider audience with varying language skills. Icons must be designed with attention to low vision consumers. The warning labels ranged from using probability of being counterfeit, various colors, and icon usage.
Content/Language: The message or information provided can range from the generic to specific (e.g., negative impacts of counterfeit goods). Message content could also be framed positively (focus on authenticity) vs. negatively (focus on counterfeit)
The presentation will discuss the preliminary results from an electronic survey on consumer perceptions and attitudes about the counterfeit pharmaceutical industry and consumer perceptions of possible anti-counterfeit warning labels. The presentation will explain the development of potential warning indicators, including a discussion of the above noted issues. Further, the presentation will illustrate which warning indicators were likely to be noticed by consumers when placed on OTC packages. Heat maps of where respondents clicks on packaging continuing warning indicators highlights how different types of warning were examined by participants. Part one of the survey assessed knowledge regarding counterfeit medications including perceptions of the risks associated with counterfeit medications, the participants potential concerns, knowledge of counterfeits, and the factors influencing their purchasing decisions. Even more important is an initial investigation into the effect of warning indicator design. Three distinct indicator designs presented in three different colors were placed on over-the-counter medication packaging and presented to consumers to examine the noticeability of the labels. Consumers indicated, through mouse clicks, what they noticed on the packaging and then answered a set of questions specific to their probability of purchasing each specific product.
The results of this preliminary study will inform revision of the warning indicator design and the next stage of investigation will use eye tracking to evaluate indicator effectiveness. Specifically, how does the indicator inform indicator design decisions. Overall, the goal is to enhance consumer protection in the pharmaceutical industry and improve the authenticity communication on product packaging.
Event Type
Poster Presentation
TimeMonday, March 254:45pm - 6:15pm CDT
LocationSalon C
Digital Health
Simulation and Education
Hospital Environments
Medical and Drug Delivery Devices
Patient Safety Research and Initiatives