Table 3.
Eye-tracking results – percent participants who did not attend to each attribute, disaggregated by within alternative non-attendancea
| Question number | ||||||||
|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | |
| Attribute | ||||||||
| Recommendation | 0 | 3 % | 0 | 0 | 3 % | 6 % | 0 | 0c |
| Recommendation - conv | 3 % | 6 % | 3 % | 0 | 9 % | 9 % | 6 % | 10 % |
| Recommendation - CM | 6 % | 16 % | 13 % | 16 % | 19 % | 19 % | 19 % | 19 % |
| Side effects | 0 | 3 % | 0 | 0 | 13 % | 3 % | 6 % | 6 % |
| Side effects - conv | 9 % | 13 % | 6 % | 6 % | 16 % | 13 % | 13 % | 16 % |
| Side effects - CM | 3 % | 9 % | 6 % | 16 % | 28 % | 16 % | 19 % | 16 % |
| Where available | 0 | 6 % | 0 | 9 % | 19 % | 9 % | 3 % | 16 % |
| Where available - conv | 9 % | 22 % | 9 % | 16 % | 28 % | 19 % | 16 % | 26 % |
| Where available - CM | 3 % | 16 % | 6 % | 9 % | 31 % | 19 % | 13 % | 23 % |
| Price | NA | NA | 0 | 13 % | 16 % | 22 % | 13 % | 19 % |
| Price - conv | NA | NA | 9 % | 16 % | 34 % | 44 % | 41 % | 39 % |
| Price - CM | NA | NA | 9 % | 13 % | 34 % | 34 % | 28 % | 26 % |
| Dosage b | NA | NA | NA | NA | 0 | 0 | 6 % | 6 % |
| Dosage b - conv | NA | NA | NA | NA | 9 % | 13 % | 6 % | 6 % |
| Dosage b - CM | NA | NA | NA | NA | 3 % | 3 % | 9 % | 10 % |
| Caution | NA | NA | NA | NA | 13 % | 22 % | 3 % | 10 % |
| Caution - conv | NA | NA | NA | NA | 31 % | NA | 16 % | NA |
| Caution - CM | NA | NA | NA | NA | 13 % | 22 % | 9 % | 10 % |
| Warning | NA | NA | NA | NA | NA | 31 % | 19 % | 10 % |
| Warning - conv | NA | NA | NA | NA | NA | 31 % | 19 % | 10 % |
| Warning - CM | NA | NA | NA | NA | NA | NA | NA | NA |
| Traffic light | NA | NA | NA | NA | NA | NA | 16 % | 23 % |
| Traffic light - conv | NA | NA | NA | NA | NA | NA | NA | 23 % |
| Traffic light - CM | NA | NA | NA | NA | NA | NA | 16 % | NA |
| Regulation – CM (only) | NA | NA | NA | NA | NA | NA | 16 % | 16 % |
NA not applicable – the attribute did not appear in the particular question
Conv conventional medicine, CM complementary medicine
aThe corresponding questions, whether seen in forward or reverse order, are combined here and presented as if the forward order has been seen by the participant (ie. question 1 data in the forward order and question 8 data in the reverse order has been aggregated)
bDosage was considered to be a fixed attribute (the levels did not change) – it was included for realism
cDenominator is 31 participants in question 8 due to missing eye-tracking data for participant 124