On Simple Names and Complex Diseases: Processing Fluency, Not Representativeness, Influences Evaluation of Medications

Simone Dohle, ETH Zurich, Switzerland
Michael Siegrist, ETH Zurich, Switzerland
The impact of medication names on consumer’s evaluations and intentions is still uncertain. Two experiments demonstrate that complex names are perceived as more harmful compared to simple names and reduce willingness-to-buy. This effect is not limited to the type of medication (OTC or prescription drug) or disease (simple or complex).
[ to cite ]:
Simone Dohle and Michael Siegrist (2011) ,"On Simple Names and Complex Diseases: Processing Fluency, Not Representativeness, Influences Evaluation of Medications", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 451-452.