Fig 2. Screen shot of an example of a vignette delivered to women in the study.

The various elements from Table 1 were presented in an incomplete factorial design via IdeaMap, and women rated their willingness-to-try on a 9 point scale. Each participant rated 49 vignettes, some of which included photographs of the different shapes. Using the ratings for all 302 participants across all 49 vignettes, ordinary least squares regression was then used to decompose the independent contributions of each element.