Crying Wolf or Ever Vigilant: Do Wide-Ranging Product Warnings Increase or Decrease Sensitivity to Other Product Warnings?

Product safety warnings are pervasive in the marketplace. The frequency and, in some cases, content of such warnings has led some to speculate that the cumulative effects may undermine the efficacy of warnings in general—including that of different warnings for other products. According to the generalized desensitization hypothesis, numerous past warnings can cause consumers to react less strongly to safety warnings for other products subsequently encountered. In contrast, the literature on goal activation and compensatory consumer behavior suggests that any self-protective goals aroused by initial warnings can potentially generalize to increase awareness and safety precautions in other warning contexts, consistent with the generalized sensitization hypothesis. The authors tested both hypotheses by manipulating the number and strength of an initial set of product warnings and examining whether such exposure generalized to different product warnings. In support of the generalized sensitization prediction, prior warnings motivated appreciation of the risks communicated in a different warning context and increased relevant safety behaviors. These generalized sensitization effects were moderated by self-affirmation, supporting the prediction that they are driven by self-protective goals.