OBJECTIVES: The study objective was to assess the effect of involvement on information processing from over-the-counter (OTC) Drug Facts panel. METHODS: In this experimental, cross-sectional study the effect of extrinsic involvement when processing two experimental labels was evaluated. Labels designed based on concepts of chunking, congruency and information placement were compared to the current OTC label. Extrinsic involvement was measured using a previously validated and reliable scale along with information processing variables measured using the OTC-label evaluation process model. The participants were tested for label comprehension, ease of use, attitude towards the label, product evaluation and purchase intention. Data was coded and analyzed using SAS^®