Bettina S. Wiese

Consumers' use of written product information

Two studies were conducted to investigate the predictive role of person-specific, product-specific, and situation-specific influences on the use of instruction manuals in the field of electrical consumer products. In a laboratory study, 42 participants were observed while putting a vacuum cleaner into operation. Situational primes (i.e., receiving a verbal cue that the packaging contains an instruction manual) increased the probability of the user manual being read. Additional verbal information that the manual contains information on energy-saving behaviours was especially motivating for persons with high environmental concern. Self-report data, collected on a wide range of products, suggest that product complexity is the best predictor of instruction manual use. In a second study with 30 participants, different positions of product labels were compared, i.e. placing the information on the packaging or directly onto the product. Information placed directly onto the product had a significantly higher influence on participants actual behaviour than providing the same information on the packaging.