Consumers' risk perceptions of over-the-counter drug products: Concept and measure using quantitative and qualitative methods

This study sought to improve the conceptualization and operationalization of consumers' risk perceptions of over-the-counter (OTC) drugs by using an integrative mixed method approach. The first objective examined the validity of applying a marketing theory of perceived risk to over-the-counter (OTC) drug products. Overall perceived risk was posited to be composed of six risk dimensions, each dimension being a multiplicative function between probability and importance of loss. The validity and reliability of an existing measure of consumers' OTC perceived risk was assessed. The second objective examined factors associated with levels of consumers' OTC risk perceptions. The third objective examined how consumers viewed the concept of OTC risk.; An existing set of questionnaires was analyzed to assess OTC risk perceptions of Wisconsin residents aged 25 to 64. Construct validity was assessed through scale dimensionality and reliability. Convergent and predictive validity was analyzed for three different operational definitions of perceived risk: (1) risk index of six dimensions, (2) global risk and (3) safety risk. Highest convergence was between global risk and safety risk. Gender and prescription drug use were significant predictors of consumers' OTC risk perceptions.; Primary data were collected through in-depth semi-structured interviews with consumers adapting techniques from grounded theory. A judgment sample of 8 adult participants who used an OTC drug in the past 30 days was enrolled and asked to describe their experiences and impressions with OTC drugs.; Safety and performance risks were most salient to consumers. Two different types of safety risk were perceived: product-specific risk (e.g., side effects, drug interactions) and situation-specific risk (e.g., personal characteristics and usage patterns of the OTC user). In general, OTC safety risk was perceived to be low. Interviews identified new risk dimensions (e.g., fear of addiction).; In conclusion, there was evidence that both conceptual and operational definitions of perceived risk currently used in marketing should be revised to apply more directly to consumers' risk perceptions of OTC products.