Tuesday, June 8, 2010

Recall Effectiveness Research: Consumer Motivation and Behavior

Recall Effectiveness Research: Consumer Motivation and BehaviorRECALL EFFECTIVENESS RESEARCH: A REVIEW AND SUMMARY OF THE LITERATURE ON CONSUMER MOTIVATION AND BEHAVIOR Prepared for the U.S. Consumer Product Safety Commission CPSC Order No. CPSC-F-02-1391 Contract No. GS23F9780H Prepared by: July 2003 XL ASSOCIATES EXCELLENCE IN PROFESSIONAL SERVICES ii Table of Contents I. Introduction and Project Objectives ............................................................................... 1 II. Overview of the Project Work Plan ................................................................................ 2 III. Organizing Framework .................................................................................................... 3 IV. Quantitative Studies of Recall Effectiveness................................................................... 3 V. Steps in the Recall Compliance Process.......................................................................... 6

VI. Initial Receipt and Recognition of a Safety-Related Message...................................... 8 A. Recall Notification Techniques........................................................................................8 B. The Initial Decision to Pay Attention ............................................................................ 10 C. Message Filtering........................................................................................................... 12 VII. Message Reading and Comprehension ......................................................................... 13 A. Use of Pictures, Pictographs, and Symbols................................................................... 13 B. Text Content, Clarity, Wording, and Form of Address ................................................. 14 C. Extent of Processing Required ...................................................................................... 14 D. Impact of User Characteristics..................................................................................... 14 VIII. Storage and Recollection of Instructions for Compliance........................................... 15 A. Memory Limitations and Recall Decay Rates ............................................................... 15 B. Facilitating Encoding of Messages ............................................................................... 16 IX. Evaluation of the Benefits and Costs of Compliance ................................................... 16 A. Formulation of Risk Perceptions: Hazard-Related Factors ........................................ 17 B. Formulation of Risk Perceptions: Product-Related Factors........................................ 22 C. The “Acceptable” Level of Risk..................................................................................... 22 D. The Impact of Compliance Costs ................................................................................... 23 X. Actual Compliance with the Message............................................................................ 25 A. The Role of Motivation and Social Influence ................................................................ 25 iii B. Task Overload ............................................................................................................... 26 C. The Impact of Stress and Time Pressure........................................................................ 26 XI. Summary and Conclusions ............................................................................................. 27 Appendix I: Methodology ......................................................................................................... 28 A. Scope of Data Collection..................................................................................................... 28 B. Description of Tasks............................................................................................................ 29 C. Data Sources Utilized ......................................................................................................... 29 D. Data Collection Procedures and Documentation..................................................................

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