Actors in whitespace: Communicating risk information on pharmaceutical websites

Abstract

This study examined the use of an actor to communicate prescription drug risks on pharmaceutical websites. Participants viewed risk information for a fictitious drug in one of several static visual formats or as a paragraph plus an animated actor; and with or without a signal directing them to the risk information text. The signal had little effect on outcomes. Format did not affect risk processing, but participants in the actor condition thought the website placed less emphasis on benefits. Actors communicating risk information on a pharmaceutical website do not appear to improve consumers’ understanding of prescription drug information.

Keywords:

• Animation
• direct-to-consumer promotion
• online video
• prescription drugs
• risk communication

Acknowledgments

We thank the following employees of RTI International for their assistance: Kayla Gray, Scott Boggs, Elizabeth Robbins, Maria Ashbaugh (stimuli development), Sarah Kandefer, Annette Green, Paul Mosquin, Grier Page (data and analyses), Jen Gard Read, Jacqueline Amoozegar, Bridget Kelly, and Rebecca Moultrie (questionnaire development and cognitive interviews).

Additional information

Funding

Funding was provided by the Center for Drug Evaluation and Research, U.S. Food and Drug Administration. The authors have no conflicts of interest to report.