Table 4.
Experiment 2, Print: 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 = 1,307) | 18.05 (0.62) | 10.35 (0.54) | 5.33 (0.06) | 4.77 (0.06) | 60.15 (1.15) | 3.95 (0.06) | 4.88 (0.07) | 35.33 (1.40) |
| Unnamed (n = 1,307) | 19.19 (0.60) | 9.85 (0.46) | 5.08 (0.06)* | 4.74 (0.06) | 60.52 (1.08) | 4.09 (0.06) | 4.95 (0.07) | 30.68 (1.09)* |
| Control (n = 213) | 19.51 (1.29) | 11.78 (1.20) | 4.92 (0.14)* | 4.49 (0.13) | 62.42 (2.80) | 3.80 (0.13) | 4.99 (0.19) | 33.76 (2.83) |
| Comparison theme | ||||||||
| Indication (n = 897) | 18.19 (0.73) | 10.15 (0.64) | 5.19 (0.07) | 4.76 (0.08) | 60.36 (1.41) | 4.05 (0.07) | 4.93 (0.08) | 32.48 (1.66) |
| Dosing (n = 892) | 18.42 (0.73) | 10.07 (0.60) | 5.17 (0.06) | 4.78 (0.07) | 59.22 (1.33) | 3.99 (0.07) | 4.89 (0.08) | 32.77 (1.42) |
| MOA (n =825) | 19.38 (0.79) | 10.05 (0.58) | 5.25 (0.07) | 4.72 (0.08) | 61.55 (1.30) | 4.03 (0.07) | 4.92 (0.09) | 33.44 (1.49) |
| Comparison visual | ||||||||
| Visual (n = 1,302) | 18.78 (0.65) | 10.03 (0.49) | 5.23 (0.06) | 4.67 (0.07) | 60.06 (1.20) | 4.09 (0.06) | 4.96 (0.07) | 32.89 (1.17) |
| No Visual (n = 1,312) | 18.51 (0.58) | 10.15 (0.51) | 5.18 (0.05) | 4.83 (0.06) | 60.60 (1.03) | 3.97 (0.05) | 4.87 (0.06) | 32.86 (1.31) |
Significantly from the named comparison condition within each column. 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).