Table 5.
Weighted means (95% confidence intervals) and percentages of dependent variables by visual aids.
| Visual Aid |
Efficacy Level |
||||||
|---|---|---|---|---|---|---|---|
| Dependent Variables | Pie Chart | Bar Chart | Table | Pictograph | No Visual | Low | High |
| Print Ad | |||||||
| N | 269 | 262 | 251 | 259 | 268 | 668 | 641 |
| Intention: Talk to doctor | 2.1 (1.9-2.2) | 1.8 (1.7-2.0) | 2.1 (1.9-2.2) | 1.9 (1.8-2.1) | 2.1 (1.9-2.2) | 2.0 (1.9-2.1) | 2.0 (1.9-2.2) |
| Intention: Search for information | 2.0 (1.9-2.2) | 1.91 (1.8-2.0) | 2.0 (1.8-2.2) | 2.1 (1.9-2.2) | 2.1 (2.0-2.3) | 2.0 (1.9-2.1) | 2.1 (2.0-2.2) |
| Intention: Take drug | 2.5 (2.3-2.6) | 2.3 (2.2-2.5) | 2.3 (2.1-2.5) | 2.4 (2.2-2.5) | 2.4 (2.3-2.6) | 2.4 (2.3-2.5) | 2.4 (2.3-2.5) |
| Attitude toward the drug | 3.2 (3.0-3.3) | 2.9 (2.8-3.1) | 3.0 (2.9-3.2) | 3.1 (3.0-3.2) | 3.0 (2.9-3.2) | 2.9 (2.8-3.0) | 3.2* (3.1-3.3) |
| Benefit-risk assessment | 4.0 (3.8-4.3) | 3.8 (3.5-4.0) | 3.8 (3.5-4.0) | 4.0 (3.8-4.3) | 3.9 (3.7-4.2) | 3.7 (3.6-3.8) | 4.1* (4.0-4.3) |
| Perceived efficacy | 4.3 (4.0-4.6) | 4.3 (4.0-4.5) | 4.3 (4.0-4.6) | 4.4 (4.1-4.7) | 4.3 (4.0-4.5) | 4.0 (3.9-4.2) | 4. 6* (4.4-4.7) |
| Perceived risk | 4.1 (3.9-4.3) | 4.2 (4.0-4.5) | 4.2 (4.0-4.5) | 4.2 (4.0-4.5) | 4.3 (4.0-4.5) | 4.4 (4.2-4.5) | 4.1* (3.9-4.2) |
| Aided risk recall | 5.9 (5.7-6.1) | 5.8 (5.6-6.0) | 6.1 (5.8-6..4) | 5.9 (5.7-6.1) | 5.8 (5.6-6.0) | 5.9 (5.7-6.0) | 6.0 (5.8-6.1) |
| Unaided risk recall (%) | 80.8 | 84.5 | 87.6 | 83.6 | 83.4 | 82.5 | 85.4 |
| Television Ad | |||||||
| N | 241 | 237 | 238 | 241 | 238 | 596 | 599 |
| Intention: talk to doctor | 1.9 (1.8-2.0) | 1.9 (1.7-2.0) | 2.0 (1.8-2.1) | 1.9 (1.8-2.1) | 1.9 (1.7-2.0) | 1.8 (1.7-1.9) | 2.0* (1.9-2.1) |
| Intention: search for information | 1.9 (1.8-2.0) | 2.0 (1.9-2.2) | 2.0 (1.8-2.1) | 2.1 (1.9-2.2) | 2.0 (1.8-2.1) | 1.9 (1.8-2.0) | 2.0 (1.9-2.1) |
| Intention: take drug | 2.4 (2.2-2.5) | 2.4 (2.3-2.6) | 2.3 (2.2-2.5) | 2.4 (2.2-2.5) | 2.4 (2.2-2.5) | 2.2 (2.1-2.3) | 2.5* (2.4-2.6) |
| Attitude toward the drug | 3.0 (2.9-3.1) | 2.9 (2.8-3.1) | 3.0 (2.9-3.1) | 3.1 (2.9-3.2) | 3.1 (2.9-3.2) | 2.9 (2.8-3.0) | 3.2* (3.1-3.2) |
| Benefit-risk assessment | 3.8 (3.6-4.0) | 3.9 (3.6-4.1) | 3.9 (3.7-4.1) | 4.0 (3.7-4.2) | 3.8 (3.6-4.0) | 3.5 (3.4-3.6) | 4.2*(4.1-4.4) |
| Perceived efficacy | 4.3 (4.0-4.5) | 4.4 (4.1-4.7) | 4.4 (4.2-4.6) | 4.5 (4.3-4.8) | 4.3 (4.1-4.6) | 4.0 (3.9-4.2) | 4.8* (4.6-4.9) |
| Perceived risk | 4.1 (3.9-4.3) | 4.0 (3.8-4.3) | 4.2 (4.0-4.4) | 4.0 (3.8-4.2) | 4.2 (4.0-4.4) | 4.3 (4.2-4.4) | 3.9* (3.8-4.0) |
| Aided risk recall | 6.6 (6.3-6.8) | 6.7 (6.5-6.8) | 6.4 (6.2-6.7) | 6.5 (6.3-6.7) | 6.4 (6.2-6.6) | 6.5 (6.4-6.6) | 6.5 (6.4-6.6) |
| Unaided risk recall (%) | 85.6 | 87.4 | 85.3 | 87.4 | 85.8 | 88.3 | 84.2 |
Note:
Denotes significant difference compared with the low efficacy condition (P < 0.05).
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. Benefit-risk assessment was assessed on a scale from 1= more risks than benefits to 7 = more benefits than risks. Perceived efficacy 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 visual aid conditions on these measures.