Interventions, intentions, interpretations, and identities: Understanding disclosure effects in context

This dissertation examines the effects of information allowed under the Dietary Supplement Health and Education Act (DSHEA). A qualitative phase explored the extent to which information messages and sources shape product expectations and desires. Supplement use and communicated benefits contributed important meanings in informants' lives and identities far beyond product effectiveness. Furthermore, informants adopted information management behaviors to manipulate internal and environmental uncertainty. The experimental phase examined the interpretations that individuals derive from specific mandated messages and the sources from which information is attained. The data suggest that warnings, but not disclaimers, negatively impact product evaluations and both types of disclosures trigger search within seller websites, which is likely to reinforce positive benefit beliefs and do little to help the consumer understand product risks. These unintended interpretations and reactions may contribute to consumers making potentially harmful product decisions not because they choose to do so, but because they may be unaware of what the unique regulations mean in terms of product efficacy and safety. In the case of dietary supplements, my research suggests that the current disclosures may not contribute to more informed product evaluations, but actually greater negative distributional effects and increased vulnerabilities for some consumer segments.