Language Matters: Wording Considerations in Hazard Perception and Warning Comprehension

Abstract

Research concerning warning labels has established a comprehensive set of components that generally lead to an effective means of communicating potential hazards. To explore and detail specific labeling effects, the authors tested prototypical warning labels (as found on a hypothetical household cleaner). Experiment 1 tested the effects on label believability of explicit vs. implicit mention of the product's hazard-causing agent. Experiment 2 tested the effects on label believability of explicit vs. implicit mention of the worst possible outcome of interacting with the product. Experiment 3 tested the effects on label believability of probabilistic vs. definite statement of label instructions. Measures of perceived product dangerousness and likelihood of product use, and cued recall for label contents were also obtained. Results indicated that explicit statement of the hazard-causing agent and the worst possible consequences, and definite statement of consequences increased label believability. Implications for behavioral effectiveness are discussed.