| In the context of self-care decisions involving herbal supplements, consumers may be making poorer choices than they would make if they had access to the amount and type of information they would like to have. Given this, an investigation of the search for information, and the use of and preferences for that information in such situations, seemed advantageous. Detailed preliminary research (including depth interviews) supported a nationwide self-administered survey, to which 250 persons responded (8.5% response rate). Seventy-five percent of those responding had used an herbal supplement in the past, and 95% would consider using one in the future. Most (83%) were satisfied with the results of their use of herbal supplements. While the responding sample exhibited high involvement with the purchase decision involving herbal supplements, ongoing search for information on those items was limited. Confidence in herbal supplements and positive attitudes toward self-care were positively correlated with information search. A majority (73%) of respondents identified "gaps" in the information that is available to them regarding herbal supplements. The most frequently mentioned source of information was "friends and relatives" (45% mentioned), with the product label used slightly less (40% mentioned). While few respondents (10--20%) actually had utilized conventional health practitioners as a source of information, nearly 70% said that they might use them. Logistic regression analyses revealed that few of the included individual difference variables (age, gender, income level, education, etc.) aided in the prediction of source use. The most valued sources of information were the physician (7.4 out of 10 units), and the pharmacist (6.9 units). Retail clerks were valued lowest as an information source (3.8 units of 10), with 47% of respondents stating that they would not use clerks as a source. Among the six attributes of product labeling that were considered in the conjoint analysis, the attribute most often rated as most important was professional recommendation (physician or pharmacist). Four clusters of respondents were identified based on their labeling preferences ("validation seekers," "pricers," "guided self-carers," and "appropriate users"). Implications of the results identify potential areas for policy consideration and future research. |
