How Side Effect Warnings Can Increase Pharmaceutical Sales

I must not be the only person to wonder how pharmaceutical companies succeed with direct to consumer advertisements when, stuck in the middle of all their TV ads, are those long lists of side effects. You know what I mean. After watching a smiling and attractive person running through a field after receiving some wonder pill, the narrator tucks his voice down an octave and intones that the medication “could cause rashes, constipation, heartburn, bladder dysfunction and cardiogenic syncope.” How could anyone listening to this ad want to take this product?

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