Table 2.
Percentage of time participants spent visually examining objects on the website, by conditiona
| Objectb | Negative Cues (n= 43) % of time (SD) |
Positive Cues (n= 42) % of time (SD) |
| 1. Donation/TRUSTe seal | 5.03 (4.33) | 1.80 (2.29) |
| 2. Logo | 5.92 (4.07) | 12.82 (9.39) |
| 3. Menu 1 (“You are here”) | 5.00 (4.13) | 9.80 (7.14) |
| 4. Menu 2 (“Health issues”) | 2.75 (2.86) | 3.42 (3.31) |
| 5. Advert/HON code | 1.44 (1.80) | 0.95 (1.68) |
| 6. Page last updated | 0.00 (0.00) | 0.18 (0.50) |
| 7. Sponsor – Pharmaceutical/NHS | 0.25 (0.91) | 0.34 (1.34) |
| 8. Photo | 1.50 (1.75) | 1.39 (1.62) |
| 9. Alcohol and breast cancer subtitle | 1.50 (1.82) | 1.45 (1.55) |
| 10. Next page link | 0.08 (0.28) | 0.39 (1.67) |
| 11. Text paragraph 1 | 6.31 (4.44) | 6.32 (4.80) |
| 12. Text paragraph 2 | 10.47 (7.13) | 7.47 (7.05) |
| 13. Text paragraph 3 | 3.40 (3.83) | 2.82 (4.14) |
| 14. Application windowc | 57.25 (28.27) | 62.03 (26.00) |
| 15. Entire screend | 60.58 (28.15) | 65.16 (25.80) |
aStandard deviations are given in parentheses.
b Objects with different cues (i.e., Advert/HON code and Pharmaceutical/NHS sponsor) are negative cue/positive cue.
c Application window refers to Web browser.
d Entire screen refers to everything visible on the monitor (i.e., application, borders, and task bar).