Journal of Applied GerontologyStephens, Johnson / OTC Purchasing Decisions Dr. Mom and Other Influences on Younger and Older Adults’ OTC Medication Purchases

The present study examined age differences in the sources of information that older and younger adults use when making decisions about purchasing over-the-counter (OTC) cold/allergy medi-cations. Participants completed a questionnaire addressing information sources that influence OTC purchases and advertising awareness. The questionnaire was given either before or after completing a decision task in which they searched a computerized display of label information and chose one of seven brand name medications to purchase. Analyses revealed age-related dif-ferences in sources of information considered and label information used when purchasing OTC medications. Priming participants to recall specific advertising claims using the questionnaire had little effect on the information used by younger or older adults. Younger adults relied on price and product use information, whereas older adults relied on side effect and drug interac-tion information. This finding has implications for OTC label design and health care profession-als who counsel patients about OTC medication usage. When consumers decide to purchase over-the-counter medications (OTCs), they often are perplexed because there are hundreds of products from which to choose. For example, more than 10 years ago there were ove