An examination of consumer advisement warning information embedded within written instructions: implications for memory and behaviour

Abstract

The effects of the colour and placement of consumer advisement warning information embedded within written instructions on both memory for, and compliance with, information were examined. Specifically, undergraduate subjects were instructed to read a set of written instructions for operating a camera. Subjects read consumer advisement warning information typed in either red, blue, or black ink, which was located at either the top, middle, or bottom of the written instructions. After reading the instructions, subjects were asked to take pictures using the camera. Compliance with the information and subsequent memory for the information were assessed. Results indicated that for memory there was an interaction between colour and placement, and for behaviour there was a main effect of placement. The implications of this interaction for memory of consumer advisements is discussed. In addition, the possible role of perceived importance of the advisement information in the prediction of memory and behaviour is considered.

Keywords:

• Advisements
• Warnings
• Memory
• Colour
• Placement.