Message Framing Changes Perceptions of Both Generic and Name-Brand Medications
Abstract
Description
Message framing (i.e., a positive frame vs. a negative frame) can change treatment evaluations, perceptions of treatment effectiveness, and subsequent treatment choices. Additionally, generic medications, which are less familiar to patients, are frequently perceived as lower quality and less effective than name-brand medications, despite bioequivalence. Prior studies have yet to directly test the influence of message framing on generic versus name-brand medication perceptions. As framing effects can be more robust for novel stimuli, the framing effect may be of greater magnitude for generic medications than branded medications. Community participants (N=500; Mage=24.57, SD=7.34) read and evaluated either a generic or name-brand allergy medication, with the information presented in either a positive or negative frame. Results of a two-way factorial ANOVA demonstrated a significant framing effect on medicine effectiveness ratings, F(1,497)=87.51, p<.001, η2p=.15. Negative-frame participants perceived the allergy medication as less effective (M=58.42, SD=18.28) than positive-frame participants (M=69.24, SD=14.05). Generic and name-brand designation had no effect on ratings, indicating the message framing alters perceptions of both types of medications. This study highlights the importance of message framing for low-risk treatments. Future studies should continue to explore the specific conditions under which branded vs. generic medication status impacts treatment perceptions.
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Keywords
framing effect, generic, name-brand, medication, framing