There is great hope, but widespread fear, frequently due to a lack of pharmaceutical knowledge. Consumers actively impart an effect on their body without knowing much about how their body really works and the possible consequences of their actions.
Over thousands of years people have reacted in a variety of ways to provide a seeming impression of control. Symbols and graphics are one example. Sources for rational information are also consulted - often on the internet and amongst self-proclaimed specialists. Add an almost infinite trust in the masters of unknown forces, doctors, pharmacists and PTAs, who offer solid advice often contradictory to the irrational desires and concerns of the consumer.
We make sure we consider this complexity in our research design, survey tools and analyses.