Table 1.
Estimates of the parameters of the conditional logit model performed on data from the choice-conjoint task in Study 2, about the influence of warning design on perceived healthfulness, completed by Uruguayan adults (n 212) aged 18–60 years
| Parameter | Estimate | se | P |
|---|---|---|---|
| Colour_Red | 0·88 | 0·05 | <0·001 |
| Colour_Black* | 0 | – | – |
| Shape_Triangle | −0·17 | 0·07 | 0·014 |
| Shape_Triangle on its vertex | −0·19 | 0·07 | 0·003 |
| Shape_Octagon* | 0 | – | – |
| Text_Excess of sugar | 0·97 | 0·08 | <0·001 |
| Text_Too much sugar | 0·06 | 0·05 | 0·216 |
| Text_High in sugar* | 0 | – | – |
*
The part-worth utility of one of the levels of each variable was taken as reference and was scaled to zero to calculate the effect of the other levels.