Table 3.
Experiment 1, Video: Efficacy Perceptions, Risk Perceptions, and Recall: Weighted Means and Standard Errors
| Recall – Percent Correct | Perceived Efficacy | Perceived Risk | ||||||
|---|---|---|---|---|---|---|---|---|
| Benefit (0–100 scale) | Risk (0–100 scale) | Comparative Efficacy (1–7 scale) | Noncomparative | Comparative Risk (1–7 scale) | Noncomparative | |||
| Efficacy Magnitude (1–7 scale) | Efficacy Likelihood (0–100 scale) | Risk Magnitude (1–7 scale) | Risk Likelihood (0–100 scale) | |||||
| Comparison label | ||||||||
| Named (n = 310) | 33.11 (1.57) | 11.94 (0.83) | 5.64 (0.10) | 4.92 (0.11) | 62.45 (1.69) | 3.98 (0.10) | 4.90 (0.11) | 29.72 (1.55) |
| Unnamed (n = 306) | 36.32 (1.35) | 12.90 (0.79) | 5.43 (0.09) | 4.97 (0.12) | 60.62 (1.68) | 3.94 (0.09) | 4.69 (0.13) | 30.11 (1.73) |
Note. Benefit and risk recall are reported as the percent correct, from 0 (none correct) to 100 (all correct). Comparative efficacy was assessed on a scale of 1 = much worse [than other drugs] to 7 = much better [than other drugs]. Efficacy magnitude was assessed on a scale of 1 = [would help] very little to 7 = [would help] a lot. Efficacy likelihood was assessed on a scale of 0 (Kesterin will work for none of the people taking it) to 100 (Kesterin will work for all of the people taking it).Comparative risk was assessed on a scale of 1 = much safer [than other drugs] to 7 = much riskier [than other drugs]. Risk magnitude was assessed on a scale of 1 =[side effects are] not at all serious to 7 = [side effects are] very serious. Risk likelihood was assessed on a scale of 0 (no people taking Kesterin will have side effects) to 100 (all people taking Kesterin will have side effects).