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The effects of the FTC-mandated disclosure on homeopathic product purchase intentions and efficacy perceptions

机译：FTC强制性披露对顺势疗法产品购买意图和功效认知的影响

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Over-the-counter homeopathic products are gaining market share in the United States as consumers are looking for alternatives to conventional medicines. However, most objective scientific evidence does not support the efficacy of these products. Therefore, the U.S. Federal Trade Commission recently issued an Enforcement Policy Statement mandating that an information disclosure be included in homeopathic advertisements to counteract unsubstantiated claims made by manufacturers. To evaluate the effects of these disclosures, we offer explicit hypotheses grounded in marketing and advertising theory and literature. Findings from four experiments suggest that the information disclosure in these advertisements reduces perceived efficacy, which in turn, decreases product purchase intentions. These findings support predicted mediation effects. However, the effect on purchase intentions is attenuated among consumers who have previously used the products. Results offer insights for advertising researchers, product marketers, and policy makers on the effectiveness of information disclosures on alternative medicine advertisements.
机译：由于消费者正在寻找传统药物的替代品，非处方顺势疗法产品在美国获得了市场份额。但是，大多数客观科学证据并不支持这些产品的功效。因此，美国联邦贸易委员会最近发布了一项执行政策声明，要求在顺势广告中包含信息披露，以抵消制造商提出的未经证实的主张。为了评估这些披露的影响，我们提供了基于营销和广告理论与文献的明确假设。来自四个实验的结果表明，这些广告中的信息披露降低了感知的功效，进而降低了产品的购买意图。这些发现支持了预期的调解作用。但是，对先前使用过产品的消费者的购买意向的影响减弱了。结果为广告研究人员，产品营销人员和政策制定者提供了有关替代医学广告信息披露有效性的见解。

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