Dohle Simone, Siegrist Michael
ETH Zurich, Switzerland
ETH Zurich, Switzerland.
J Health Psychol. 2014 Oct;19(10):1241-9. doi: 10.1177/1359105313488974. Epub 2013 Jun 5.
The impact of pharmaceutical drug names on people's evaluations and behavioural intentions is still uncertain. According to the representativeness heuristic, evaluations should be more positive for complex drug names; in contrast, fluency theory suggests that evaluations should be more positive for simple drug names. Results of three experimental studies showed that complex drug names were perceived as more hazardous than simple drug names and negatively influenced willingness to buy. The results are of particular importance given the fact that there is a worldwide trend to make more drugs available for self-medication.
药品名称对人们的评价和行为意图的影响仍不确定。根据代表性启发法，对于复杂的药品名称，评价应该更积极；相反，流畅性理论表明，对于简单的药品名称，评价应该更积极。三项实验研究的结果表明，复杂的药品名称比简单的药品名称被认为更具危险性，并对购买意愿产生负面影响。鉴于全球范围内有更多药品可供自我药疗的趋势，这些结果尤为重要。
