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Dipl.-Psych, Research Associate, Department of Clinical Psychology and Psychotherapy, University of Goettingen, Germany; Department of Clinical Pharmacology, Technische Universität Dresden, Germany; Department of Clinical Psychology and Psychotherapy, Technische Universität
Research Associate, Department of Clinical Psychology and Psychotherapy, University of Goettingen; Department of Clinical Psychology and Psychotherapy, Technische Universität
Clinical Research Associate, Clinic of Psychiatry and Psychotherapy, Clinic Nuremberg-North, Nuremberg, Germany; Institute of Clinical Pharmacology, Technische Universität
Reprints: Constanze Häußinger Dipl.-Psych, Department of Clinical Psychology and Psychotherapy, University of Goettingen, Goßlerstrasse 14, D-37073 Goettingen, Germany, fax 49 551/39-3544, chaeuss{at}uni-goettingen.de
BACKGROUND: Pharmacists are often consulted as medical advisors. Given this case, customers and pharmacists should interact in a trustful way (eg, in terms of responding to customer's needs or recommending a different drug). Consideration of the health beliefs of the customer could improve the interaction between pharmacists and their clients and have a positive impact on medical adherence.
OBJECTIVE: To examine the health beliefs of pharmacy customers in Germany, the impact of those beliefs on over-the-counter (OTC) medication use, and associations with sociodemographic variables.
METHODS: By means of literature review and methodical surveys, a
standardized questionnaire was designed that contained 68 items concerning
health beliefs, habits of OTC product use, decision criteria that customers
used when purchasing drugs, and information about the sociodemographic
background of the participants. Main outcome measures were reliability
(Cronbach's 
) and correlations. A random sample of 58 pharmacies in
Saxony, Germany (10 questionnaires per pharmacy), invited their customers to
take part in our study.
RESULTS: One hundred twenty-three questionnaires (response rate 53.48%) were completed and returned to us. The outcome suggests that there is a strong association between health beliefs and frequency of use or the type of OTC drug (eg, illness attributions: p < 0.05; preventive lifestyle: p < 0.05). There were no significant associations between sociodemographic variables and chosen drugs.
CONCLUSIONS: Health beliefs, in terms of the general attitude toward health and illness, illness attribution, prevention, and the attitude toward treatment strategies, influence the kind of remedy (conventional vs complementary medication) that consumers seek. These results may have implications for consultations in pharmacies or for product marketing.
Key Words: health beliefs, nonprescription products, OTC product use, self-medication
Published Online, May 26, 2009. www.theannals.com, DOI 10.1345/aph.1L547
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