Reports in the literature indicate that consumers may hesitate to ask for advice when considering the purchase of non‐prescription products in community pharmacies. Consumers observed purchasing products in 11 pharmacies without asking for advice were surveyed to ascertain why they did not do so. Of the 151 consumers who completed questionnaires, 145 indicated they had not wanted advice, mainly because they had used the product before or had received advice elsewhere on what to purchase. Only six consumers indicated that in fact they had wanted advice, but had hesitated to ask for it. Their main reason for not asking was that the pharmacist appeared too bus