Comparing Japanese vs. Americans' Viewpoints Toward OTC Drug Labels

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  • 日本人とアメリカ人におけるOTC医薬品選択時の視線の比較
  • ニホンジン ト アメリカジン ニ オケル OTC イヤクヒン センタクジ ノ シセン ノ ヒカク

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Abstract

Studies have shown that Japanese consumers tend to pay little attention to the risk-related information printed on the drug packages. In order to examine the cultural influences on this consumer behavior, the present study examined how Japanese and the American consumers view the labeling information when choosing an OTC drug. The Japanese and the American participants were asked to choose a Japanese or an American OTC drug from three options presented horizontally on a computer display, and their eye-movements were recorded. The viewing durations for 10 items of labeling information were analyzed. The result suggested that the Japanese participants viewed "ingredients" shorter than the American participants. Thus, the Japanese and the American participants were suggested to exhibit different viewpoints when choosing an OTC drug, revealing different culture.

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