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Survey completion outcomes for the four advertisements
| Content | Clicks | Completed surveys | Started but incomplete surveys | Incomplete rate (%) | Completion rate (%) | Clicks per completion | Click‐through rate (%) |
|---|---|---|---|---|---|---|---|
| “Problem”/”altruistic” | 492 | 51 | 18 | 26.1 | 10.4 | 9.6 | 0.027 |
| “Problem”/”self‐gain” | 508 | 56 | 26 | 31.7 | 11.0 | 9.1 | 0.026 |
| “Positive”/”altruistic” | 275 | 16 | 14 | 46.7 | 5.8 | 17.2 | 0.026 |
| “Positive”/”self‐gain” | 790 | 71 | 24 | 25.3 | 9.0 | 11.1 | 0.027 |
