Flemington, NJ, May 7, 2010 – Results of a new national media study among 306 Americans revealed that the majority (62%) indicated that they were just as likely to buy over-the-counter headache medicines after viewing a video discussing recent findings that headache medicines can cause “rebound” headaches.
The study was conducted from May 6 to7 by HCD Research using its MediaCurves.com® website, to obtain Americans’ perceptions of a video highlighting recent study findings which suggest that withdrawal symptoms such as “rebound” headaches can occur in people who take headache medicines too often. To view detailed results go to: www.mediacurves.com.
Among the viewers, 31% indicated that they were “less likely” or “much less likely” to buy over the counter medicines to treat headaches after viewing the video. Among the viewers who indicated that they were less likely to purchase headache medicine after viewing the video, 59% stated that they were less likely to purchase Tylenol. In addition, the likelihood of taking headache medicines when experiencing a headache, based on a 1-7 scale, decreased from an average score of 5.7 to a score of 4.9 after viewing the video.
Among the findings:
How has this video influenced your likelihood of buying over-the-counter medicine to treat headaches?
|
|
Total |
|
I am much more likely to buy medicine for headaches |
3% |
|
I am more likely to buy medicine for headaches |
4% |
|
I am just as likely to buy medicine for headaches |
62% |
|
I am less likely to buy medicine for headaches |
26% |
|
I am much less likely to buy medicine for headaches |
5% |
Please select all the medicines that you are less likely to purchase after viewing the video. Please select all that apply.
|
|
Total |
|
Tylenol |
59% |
|
Excedrin |
44% |
|
Advil |
55% |
|
Aleve |
41% |
|
Allergy Medicines |
20% |
|
Generic over-the-counter medicines |
29% |
|
Prescription Medications |
14% |
Please indicate the likelihood that you will take medicine if you experience a headache using a 7-point scale, where 1 represents “Not At All Likely” and 7 represents “Extremely Likely.”
|
|
Before Video |
After Video |
|
Mean |
5.7 |
4.9 |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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