Cristel Antonia Russell|John L. Swasy|Dale W. Russell|L.N. Engel
Eye-tracking evidence that happy faces impair verbal message comprehension: the case of health warnings in direct-to-consumer pharmaceutical television commercials
American University|American University|Uniformed Services University of the Health Sciences|American University
risk warning disclosure information advertising effective correcting consumers judgments enough cognitive capacity available process information hence comprehension verbal warnings tv commercials may suffer accompanied positive visual elements research addresses concern crossmodality interference context directtoconsumer dtc pharmaceutical commercials united states experimentally testing whether positive facial expressions reduce consumers understanding mandated health warning content analysis sample dtc commercials reveals positive facial expressions prevalent verbal warning act commercials acts eyetracking experiment conducted specially produced dtc commercials vary valence characters facial expressions health warning provides evidence happy faces reduce objective comprehension warning