Improving product instruction compliance: "If you tell me why, I might comply"

Although prior research into product instructions has been limited to investigating the effect of warnings such that people might avoid possible product dangers by heeding warnings, this research considers methods of improving consumer product instruction compliance when noncompliance with a product instruction does not necessarily lead to a hazardous situation. In particular, this research investigates the impact of providing instructions that specify the process by which compliance with the instructions will lead to the desired end state (e.g., product outcome), called process‐cause information. The results of a first field experiment indicate that intention to comply with product instructions is enhanced when people are told how compliance with the instructions will lead to the desired outcome (i.e., when process‐cause information is included in a product instruction). This finding is substantiated by results of a follow‐up laboratory experiment where subject compliance with an instruction‐based behavior was observed. The importance of the present research is discussed in terms of the potential impacts on customer satisfaction, service recovery, product returns, product liability, and warranties. © 2004 Wiley Periodicals.