Fearmongering Won't Make Us Healthier | Patrick Basham and John Luik | Cato Institute: Commentary

Fearmongering Won't Make Us Healthier | Patrick Basham and John Luik | Cato Institute: Commentary: 'The case for alarmist warnings is based on four assumptions. First, people wish to avoid disease and death. Second, consumers suffer from an "information deficit," that is, they either don't understand the risks of a given behavior or they underestimate those risks. Third, once they know that a certain behavior or product can lead to disease and death, they will avoid it. And, fourth, warnings give people the information necessary for them to change their behavior.

The reality, however, is that assumptions two, three, and four are, for many people, false.'

'The truth is that more often than not, scary or detailed warnings cause many consumers to disregard the information completely. A consumer's income is the key factor in determining which foods, for example, are purchased, and that income cancels out the effects of information.

The danger, however, is not simply that labels and warnings will fail; they may also be counterproductive. For example, large numbers of excessive risktakers display what psychologists call "reactance," in which there is a high level of resistance to the demands of outside authority and control.

For these individuals, a warning label represents an attempt to unreasonably (at least from their perspective) shape their behavior and makes them more likely to ignore rather than heed the warning. Warning labels also highlight risk, and for those attracted to risk-taking, this serves to make the very thing warned about more, rather than less, attractive.'