Consumers' Viewpoints to the Labeling Information of OTC Medicines Can Change by Brand

• Kawase Ayako

  Graduate School of Chiba University

• Jeong Seo Choi

  Graduate School of Chiba University

• Izumisawa Megumi

  College of Pharmacy, Nihon University

• Hibino Haruo

  Graduate School of Chiba University

• Koyama Shinichi

  Graduate School of Chiba University

Bibliographic Information

Other Title

• OTC医薬品外箱記載情報に対する視点のブランドによる変化

Abstract

The present study examined how brands of OTC medicines would influence consumers' behavior when choosing an OTC medicine. Participants were asked to choose an OTC medicine from three options presented horizontally on a computer display, and their eye-movements were recorded. The viewing durations and sequences for 12 items of label information were analyzed. The results showed that the "medicine name" was viewed first and longest in NB medicines, whereas "sales copy" was viewed first and longest in PB medicines. The correlation between the area/area ratio of each item and viewing duration was larger in PB medicines than that of NB medicines. The correlation between the number of colors and viewing duration for each drug package was not significant. The results suggested that consumers choose a NB medicine by viewing brand names whereas they choose a PB medicine by viewing more details.

Journal

• Bulletin of Japanese Society for the Science of Design

  Bulletin of Japanese Society for the Science of Design 62 (4), 4_35-4_42, 2015

  Japanese Society for the Science of Design

Keywords

• Over-The-Counter Medicine Package
• Brand
• Eye Tracking

Details

• CRID: 1390282680387734016
• NII Article ID: 130005145750
• DOI: 10.11247/jssdj.62.4_35
• ISSN: 21865221
• ISSN: 09108173
• Text Lang: ja
• Data Source:
  • JaLC
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed