Table 3.

Weighted mean (standard error) for risk recall, recognition, and perceptions by risk information visibility condition

	Homepage	Signal	Secondary Page
High cholesterol population
Risk recall	2.22 (0.08)*	2.13 (0.08)*	1.76 (0.09)
Risk recognition	5.65 (0.09)*	5.50 (0.09)*	4.79 (0.11)
Perceived risk likelihood	24.66 (1.28)	20.78 (0.97)	23.71 (1.23)
Perceived risk magnitude	3.82 (0.07)	3.82 (0.06)	3.80 (0.06)
Risk-benefit assessment	4.55 (0.06)	4.69 (0.07)	4.57 (0.06)
Seasonal allergies population
Risk recall	1.52 (0.07)	1.66 (0.08)*	1.38 (0.08)
Risk recognition	5.65 (0.09)	5.60 (0.09)	5.39 (0.09)
Perceived risk likelihood	15.96 (1.01)	15.79 (0.99)	16.82 (0.92)
Perceived risk magnitude	3.27 (0.07)	3.40 (0.08)*	3.15 (0.06)
Risk-benefit assessment	4.93 (0.07)	4.90 (0.07)	4.96 (0.06)

Note. Risk recall was assessed on a scale of 0–12 correct for high cholesterol and 0–10 correct for seasonal allergies. For measures in both populations, risk recognition = 0–8 correct, perceived risk likelihood = 0–100 people, perceived risk magnitude = 1 (not at all serious) to 6 (very serious), and risk-benefit assessment = 1 (risks outweigh benefits) to 7 (benefits outweigh risks). Although a transformation of perceived risk likelihood was used in analyses, the untransformed weighted means are presented here for ease of interpretation.

^*= significantly different from secondary page condition at Bonferroni-adjusted p < .017.