Consumer interpretation of ramipril and clopidogrel medication risk information – implications for risk communication strategies

Figures & data

Table 1 Summary of the core characteristics of the identified consumer profiles

Profile	Description of core characteristics
Glass half-empty consumers	Considers themselves as part of the group who will experience the medication side effect(s) Perceived medication risks outweigh the potential benefits, which then affect projected intention to take the medication Heightened perceived individual risk takes precedence
Glass half-full consumers	Generally confident that they would not experience the medication side effect(s) Perceived individual risk lower Perceived favorable benefit–risk profile for the medicine
Middle-of-the-road consumers	Cannot ascertain their own likelihood of experiencing side effect(s) after reading the information Focused primarily on individual risk rather than the numerical information presented Trust in the prescribing doctor overrides the need to determine the risk of experiencing medication side effect(s)