Are Too Many Recalls Resulting in Consumers Ignoring Defective Products?
More than ever before, numbers speak louder than words, but consumers may not be listening. Over the past several years, product recalls have become extremely common. In the last few months, trusted brands such as Toyota, Kellogg's and Campbell's have recalled millions of their products because of safety concerns and manufacturer defects. These recalls have more than impacted profit margins - they have seemingly desensitized many buyers to safety risks, and for these reasons, many experts and regulators are concerned.
In 2009, the Rutgers Food Policy Institute released findings from a study examining the state of consumer knowledge and reactions to food recalls. The grant-funded study revealed startling results. Even though consumers believe recalls are important, a majority do not take steps to eliminate recalled products from their home. Rutgers' findings imply that consumers may be suffering from information overload, or "recall fatigue."
Communications about Recalls
The United States Consumer Products Safety Commission (CPSC), with a mission of protecting the public from unreasonable risks of serious injury or death from consumer products, maintains information on approximately 4,500 consumer recalls on products ranging from air cleaners to worm probes. The federal government also maintains the www.recalls.gov site, which allows consumers to search for recalls specific to products they have purchased. Although all this information is available, it requires consumers to be actively looking for information.
Consumers believe recalls are important; however, those surveyed in the Rutgers' study suggested that communications about recalls be improved. Letters, notices on purchase receipts and clear directions on what to do with recalled items were things consumers believed would help improve consumer action and awareness regarding recalls.
For Americans, the general belief is that products are safe. Recalls contradict this belief and challenge consumers to weigh the seriousness of recalls. A recall about lead paint contamination in 12 million Shrek glasses is less concerning to most consumers than a defect in 10 million Toyota automobiles. Also, when an item that is recalled has a nominal cost, consumers may simply discard the item, but recalls in more expensive items such as cribs and cars will prompt buyers to seek replacements, returns or reimbursement.
Given the millions of products subject to recalls on a weekly basis, it appears that improvements in the recall notice system are needed to prevent further consumer desensitization when it comes to product safety issues. Notices need to be more effective, informative and personalized to guarantee consumer action and awareness.
