Table 6.
Weighted Means (Standard Errors and Standard Deviations) and Percentages of Dependent Variables by Numerical Format and Efficacy Level
| Print Ad | |||||||||
|---|---|---|---|---|---|---|---|---|---|
| Numerical Format | Efficacy Level | ||||||||
| Absolute Frequency | Percent | Absolute Frequency + Percent | Relative Frequency | Relative Frequency + Percent | No Statistics | Low | High | ||
| N | 268 | 261 | 266 | 249 | 282 | 136 | 680 | 646 | |
| Intention: Talk to doctor | 2.09 (SE=0.09; SD=1.40) | 1.98 (SE=0.07; SD=1.14) | 1.96 (SE=0.08; SD=1.27) | 1.93 (SE=0.07; SD=1.15) | 1.89 (SE=0.07; SD=1.22) | 1.93 (SE=0.11; SD=1.24) | 1.95 (SE=0.04; SD=1.17) | 1.99 (SE=0.05; SD=1.31) | |
| Intention: Search for information | 2.11 (SE=0.08; SD=1.25) | 2.04 (SE=0.07; SD=1.18) | 2.01 (SE=0.08; SD=1.25) | 2.08 (SE=0.08; SD=1.23) | 1.97 (SE=0.08; SD=1.30) | 2.03 (SE=0.12; SD=1.43) | 2.00 (SE=0.05; SD=1.21) | 2.08 (SE=0.05; SD=1.28) | |
| Intention: Take drug | 2.45 (SE=0.08; SD=1.27) | 2.45 (SE=0.08; SD=1.26) | 2.33 (SE=0.08; SD=1.36) | 2.43 (SE=0.08; SD=1.24) | 2.37 (SE=0.08; SD=1.36) | 2.30 (SE=0.11; SD=1.29) | 2.36 (SE=0.05; SD=1.32) | 2.41 (SE=0.05; SD=1.31) | |
| Attitude toward the drug | 3.04 (SE=0.06; SD=0.97) | 3.11 (SE=0.06; SD=0.93) | 3.07 (SE=0.07; SD=1.11) | 3.13 (SE=0.06; SD=0.97) | 3.01 (SE=0.06; SD=0.92) | 2.89 (SE=0.10; SD=1.15) | 3.04 (SE=0.04; SD=0.94) | 3.10 (SE=0.04; SD=1.04) | |
| Risk/benefit tradeoff | 3.95 (SE=0.10; SD=1.63) | 4.08 (SE=0.10; SD=1.61) | 3.96 (SE=0.12; SD=2.02) | 4.12 (SE=0.11; SD=1.78) | 3.92 (SE=0.10; SD=1.65) | 3.60 (SE=0.17; SD=1.96) | 3.89 (SE=0.06; SD=1.64) | 4.12 * (SE=0.07; SD=1.83) | |
| Perceived benefit | 4.25 (SE=0.12; SD=1.95) | 4.21 (SE=0.13; SD=2.16) | 4.37 (SE=0.12; SD=1.94) | 4.50 (SE=0.14; SD=2.22) | 4.31 (SE=0.12; SD=2.03) | 4.03 (SE=0.22; SD=2.61) | 4.24 (SE=0.08; SD=2.03) | 4.42 (SE=0.08; SD=2.10) | |
| Perceived risk | 4.26 (SE=0.11; SD=1.82) | 4.26 (SE=0.12; SD=1.93) | 4.12 (SE=0.12; SD=2.0) | 3.82 (SE=0.11; SD=1.79) | 4.10 (SE=0.11; SD=1.78) | 4.56 (SE=0.20; SD=2.27) | 4.11 (SE=0.08; SD=1.90) | 4.11 (SE=0.08; SD=1.90) | |
| Aided risk recall | 5.85 (SE=0.11; SD=1.73) | 5.82 (SE=0.12; SD=1.93) | 5.87 (SE=0.11; SD=1.85) | 5.65 (SE=0.11; SD=1.79) | 5.93 (SE=0.10; SD=1.71) | 6.12 (SE=0.15; SD=1.74) | 5.80 (SE=0.07; SD=1.80) | 5.86 (SE=0.07; SD=1.85) | |
| Unaided Risk recall (%) | 83.42 | 78.00 | 83.46 | 83.61 | 81.40 | 83.18 | 80.41 | 83.67 | |
| Television Ad | |||||||||
| N | 238 | 244 | 238 | 243 | 258 | 124 | 621 | 600 | |
| Intention: Talk to doctor | 1.89 (SE=0.07; SD=1.06) | 1.69 (SE=0.07; SD=1.17) | 1.90 (SE=0.07; SD=1.06) | 1.93 (SE=0.07; SD=1.15) | 1.72 (SE=0.07; SD=1.06) | 1.79 (SE=0.10; SD=1.14) | 1.77 (SE=0.04; SD=1.09) | 1.88 (SE=0.05; SD=1.12) | |
| Intention: Search for information | 1.99 (SE=0.08; SD=1.16) | 1.87 (SE=0.08; SD=1.20) | 2.09 (SE=0.08; SD=1.21) | 2.09 (SE=0.09; SD=1.34) | 1.90 (SE=0.07; SD=1.16) | 1.98 (SE=0.11; SD=1.23) | 1.91 (SE=0.05; SD=1.22) | 2.06 * (SE=0.05; SD=1.22) | |
| Intention: Take drug | 2.39 (SE=0.08; SD=1.17) | 2.21 (SE=0.07; SD=1.11) | 2.37 (SE=0.08; SD=1.16) | 2.30 (SE=0.08; SD=1.22) | 2.30 (SE=0.08; SD=1.27) | 2.47 (SE=0.11; SD=1.21) | 2.24 (SE=0.05; SD=1.19) | 2.39 * (SE=0.05; SD=1.17) | |
| Attitude toward the drug | 3.08 (SE=0.06; SD=1.00) | 2.94 (SE=0.06; SD=0.95) | 3.02 (SE=0.06; SD=0.94) | 3.02 (SE=0.07; SD=1.08) | 2.93 (SE=0.06; SD=0.98) | 2.88 (SE=0.07; SD=0.80) | 2.91 (SE=0.04; SD=1.02) | 3.09 * (SE=0.04; SD=0.95) | |
| Risk/benefit tradeoff | 3.83 (SE=0.11; SD=1.70) | 3.75 (SE=0.10; SD=1.62) | 3.90 (SE=0.10; SD=1.53) | 3.92 (SE=0.11; SD=1.74) | 3.76 (SE=0.11; SD=1.74) | 3.83 (SE=0.14; SD=1.57) | 3.69 (SE=0.07; SD=1.69) | 3.98 * (SE=0.07; SD=1.64) | |
| Perceived benefit | 4.33 (SE=0.13; SD=1.94) | 4.15 (SE=0.12; SD=1.89) | 4.48 (SE=0.12; SD=1.87) | 4.50 (SE=0.12; SD=1.93) | 4.28 (SE=0.13; SD=2.09) | 4.31 (SE=0.16; SD=1.75) | 4.24 (SE=0.08; SD=2.01) | 4.46 (SE=0.08; SD=1.86) | |
| Perceived risk | 4.20 (SE=0.11; SD=1.70) | 4.36 (SE=0.10; SD=1.60) | 4.08 (SE=0.10; SD=1.60) | 4.18 (SE=0.11; SD=1.75) | 4.30 (SE=0.10; SD=1.67) | 4.07 (SE=0.16; SD=1.78) | 4.32 (SE=0.07; SD=1.67) | 4.13 (SE=0.07; SD=1.64) | |
| Aided risk recall | 6.40 (SE=0.12; SD=1.91) | 6.50 (SE=0.12; SD=1.84) | 6.38 (SE=0.11; SD=1.74) | 6.49 (SE=0.10; SD=1.59) | 6.47 (SE=0.12; SD=1.88) | 6.36 (SE=0.14; SD=1.57) | 6.44 (SE=0.07; SD=1.81) | 6.46 (SE=0.07; SD=1.81) | |
| Unaided risk recall (%) | 85.85 | 80.88 | 85.01 | 87.25 | 90.98 | 87.83 | 86.69 | 85.32 | |
Note. Intention measures were assessed on a scale from 1 = not at all likely to 4 = extremely likely. Attitude toward the drug was assessed on a scale from 1 = very bad to 5 = very good. Risk-benefit tradeoff was assessed on a scale from 1= more risks than benefits to 7 = more benefits than risks. Perceived benefit was assessed on a scale from 1 = not at all effective/well to 7 = very effective/well. Perceived risk was assessed on a scale from 1 = very safe/not at all risky to 7 = not at all safe/very risky. Aided risk recall is the sum of correct responses (0 to 8). Unaided risk recall is the percent who recalled one or more correct risks in an open-ended format. There were no significant differences among numerical format conditions on these measures.
Denotes significant difference compared with the low efficacy condition (P<.05).