The effect of attribute framing on beliefs and attitudes toward branded and generic medications

• DOI: 10.1007/s10865-025-00562-1
• Publication Date: 2025-03-13T20:12:42Z
• Authors: Emily K. Spotts; Kelly S. Clemens; Kate Faasse; Andrew L. Geers
• Keywords: Framing (construction); Framing effect; Health psychology; Certainty

Abstract Generic medications are developed to match brand-name in terms of active ingredients, quality, safety, and strength. Because generic cost less than their counterparts, they present an opportunity reduce financial burden for patients social institutions. Studies show, however, that often possess negative beliefs evaluations medications, thereby undermining use effectiveness. In two pre-registered online experiments with community adults (Total N = 750), we tested the effect attribute framing on attitudes, attitude certainty, effectiveness regarding medications. both experiments, (positive vs. negative) brand status (generic name) allergy medication were manipulated a 2 × between-participant design. The results produced strong effects manipulations. Specifically, medicines rated more favorably positive frame as compared frame. Also, branded positively medicines. contrast hypotheses, variables did not reliably interact predict outcomes. These held constant across multiple sets stimuli dependent measures. findings support position can be employed improve over-the-counter