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Warning labels may be counterproductive, according to a new study.

While common sense suggests that warning labels on cigarettes and medications promote safer choices, a new study reveals that they may actually encourage trust in manufacturers of potentially dangerous products.

"We showed that warnings may immediately increase concern and decrease consumption," said Dr. Steinhart. "But over time, they paradoxically promote trust in a product and consequently lead to more positive product evaluation and more actual purchases."

The theory behind the latest study is called "the construal-level theory" which states that people tend to construe objects abstractly, emphasizing what they describe as "high-level features" and suppressing "low-level features."

Researchers explain that the low-level feature of warning labels is that they make consumer more aware of the products' negative effects. However, the high-level feature of warning labels is that the establish trust in consumers by creating the impression that all the harmful information about the products is being presented.

The theory suggests over time, consumers deemphasize side effects and emphasize feeling of trust communicated by warnings over time. This may them increase purchase, consumption and assessment of the associated products.

In one experiment, researchers showed smokers one of two ads for an unfamiliar brand of cigarettes: either with or without a health warning.

The warning labels worked and decreased the number of cigarettes purchased by an average of 75 percent when participants were told the cigarettes would arrive the next day. However, the warning backfired and increased the number of cigarettes purchased by 493 percent when participants were told the cigarettes would arrive in three months.

Another experiment revealed the same effects among women purchasing artificial sweeteners.

Researchers said the findings suggest that consumer activists should ensure warnings are seen, or repeated, right before products are bought or consumed.

The findings are published in the journal Psychological Science.