But, as the model introduced early in this chapter suggests, such an approach must assume that consumers are making a fully informed and volun¬tary decision when purchasing a product. Pharmaceuticals, both prescription and over-the-counter, provide a good test case for such assumptions. Warnings of side effects appear on product labels and accompany most drug advertise-ments. Yet real questions arise concerning the percentage of consumers who both read and understand such warnings. Further, the anxiety and fear that can accompany medical conditions, not to mention the real threat to life and health, challenge the notion that consumer choice for drugs is fully voluntary.