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Avoidance or Vigilance? The Psychology of False-Positive Test Results

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  • Luce, Mary Frances
  • Kahn, Barbara E

Abstract

The influence of false-positive results on consumers' decisions to get retested in high-stakes domains is examined. Findings across four laboratory experiments indicate that a false-positive outcome increases perceptions of vulnerability and test inaccuracy, even holding constant test-error base rates. Increased perceived vulnerability appears to be directly related to the testing event, as the effects are not replicated by simply asking subjects to imagine having the malady. The findings also show that a false-positive result increases planned compliance if there are poor alternatives to testing or if the value of test-initiated treatment is high but does not affect compliance if good testing alternatives are available or the treatment value is low. Using a pooled analysis across multiple studies, the results of a false-positive outcome on compliance are shown to be partially mediated by changes in perceived vulnerability and test inaccuracy. Public-policy implications regarding individual decision behavior and professional test administration are discussed. Copyright 1999 by the University of Chicago.

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  • Luce, Mary Frances & Kahn, Barbara E, 1999. "Avoidance or Vigilance? The Psychology of False-Positive Test Results," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 242-259, December.
    • Handle: RePEc:oup:jconrs:v:26:y:1999:i:3:p:242-59
    DOI: 10.1086/209561
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    Cited by:

    1. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    2. Menon, Geeta & Kyung, Ellie J. & Agrawal, Nidhi, 2009. "Biases in social comparisons: Optimism or pessimism?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 108(1), pages 39-52, January.
    3. Estela Fernández-Sabiote & Inés López-López, 2020. "Discovering Call Interaction Fluency: A Way to Improve Experiences with Call Centres," Service Science, INFORMS, vol. 12(1), pages 26-42, March.
    4. Carvalho, Sergio W. & Block, Lauren G. & Sivaramakrishnan, Subramanian & Manchanda, Rajesh V. & Mitakakis, Chrissy, 2008. "Risk perception and risk avoidance: The role of cultural identity and personal relevance," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 319-326.
    5. Howard Kunreuther, 2006. "Disaster Mitigation and Insurance: Learning from Katrina," The ANNALS of the American Academy of Political and Social Science, , vol. 604(1), pages 208-227, March.
    6. Mathew P. White & J. Christopher Cohrs & Anja S. Göritz, 2011. "Dynamics of Trust in Medical Decision Making," Medical Decision Making, , vol. 31(5), pages 710-720, September.
    7. Barbara E. Kahn & Mary Frances Luce, 2003. "Understanding High-Stakes Consumer Decisions: Mammography Adherence Following False-Alarm Test Results," Marketing Science, INFORMS, vol. 22(3), pages 393-410, April.
    8. Stremersch, Stefan, 2008. "Health and marketing: The emergence of a new field of research," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 229-233.

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