Dispensation-Unit Effect: The Effect of Dispensation Unit on Treatment Judgments

Across eight studies, we investigate and find that presenting treatments in a higher number of smaller-dispensation units, compared to a lower number of larger-dispensation units, leads to greater perceived treatment challenge – what we call the “dispensation-unit effect”. This, in turn, results in inferior treatment efficacy and value judgments. This effect holds across various medical contexts (e.g., cholesterol, hypertension, insomnia, vitiligo, hair loss, respiratory conditions), within a variety of medicine formats (e.g., tablets, powder, creams, syrup), and among different types of dispensing containers (e.g., scoops, measuring cups, tubes), mirroring actual dispensation formats in the marketplace. Furthermore, the findings extend to non-medical contexts, highlighting the broader applicability of the dispensation-unit effect. These findings carry important practical implications for healthcare providers and policymakers: by strategically adjusting dispensation formats, they can influence perceptions of treatment efficacy and patient adherence. Moreover, the insights may inform design strategies in other contexts, such as education and behavior change interventions.