What information belongs in a warning?

Abstract

A general approach is described for determining the information content of warnings. It begins with a formal analysis of the magnitudes of the risks arising from misuse (or even from proper use) of a product. It proceeds with structured, open-ended interviews intended to elicit consumers' naive conceptualizations of the processes creating and controlling those risks. Communications are then focused on information filling the most consequential gaps in their knowledge. The implementation of those warnings will depend on the extent of the knowledge gaps, and the opportunities for closing them. This approach allows for an estimate of the residual problems to be expected, if a warning program is implemented. It can also help to focus the policy debate over whether a product warning will achieve an acceptable level of misunderstanding. © 1998 John Wiley & Sons, Inc.

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