Table 5.
Experiment 2,Video: Efficacy, 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) | Non-comparative | Comparative Risk (1–7 scale) | Non-comparative | |||
| Efficacy Magnitude (1–7 scale) | Efficacy Likelihood (0–100 scale) | Risk Magnitude (1–7 scale) | Risk Likelihood (0–100 scale) | |||||
| Comparison label | ||||||||
| Named (n =1,186) | 21.23 (0.61) | 9.04 (0.49) | 5.55 (0.06) | 4.87 (0.06) | 65.32 (1.18) | 3.56 (0.07) | 4.49 (0.08) | 33.08 (1.33) |
| Unnamed (n = 1,120) | 20.62 (0.62) | 9.02 (0.56) | 5.14 (0.06)* | 4.69 (0.07) | 62.62 (1.46) | 3.66 (0.06) | 4.38 (0.08) | 33.47 (1.47) |
| Control (n = 184) | 18.39 (1.38) | 7.73 (1.19) | 4.77 (0.12)*♦ | 4.39 (0.15)* | 65.99 (3.46) | 3.74 (0.11) | 4.51 (0.14) | 32.32 (3.11) |
| Comparison theme | ||||||||
| Indication (n = 752) | 23.48 (0.68) ^† | 9.09 (0.68) | 5.41 (0.07)^ | 4.73 (0.08) | 62.02 (1.56) | 3.52 (0.07) | 4.43 (0.09) | 34.68 (1.73) |
| Dosing (n =767) | 19.24 (0.72) | 8.54 (0.57) | 5.13 (0.07) | 4.81 (0.08) | 64.58 (1.85) | 3.75 (0.09) | 4.31 (0.11) | 33.22 (1.76) |
| MOA (n = 787) | 19.90 (0.83) | 9.45 (0.67) | 5.50 (0.07) ^ | 4.81 (0.10) | 65.57 (1.38) | 3.57 (0.07) | 4.56 (0.10) | 31.77 (1.63) |
| Comparison visual | ||||||||
| Visual (n = 1,157) | 21.23 (0.63) | 8.17 (0.51)▲ | 5.39 (0.06) | 4.73 (0.07) | 63.80 (1.33) | 3.57 (0.06) | 4.47 (0.08) | 33.07 (1.46) |
| No Visual (n = 1,149) | 20.65 (0.59) | 9.82 (0.53) | 5.31 (0.06) | 4.84 (0.06) | 64.20 (1.31) | 3.64 (0.06) | 4.40 (0.08) | 33.45 (1.34) |
Significantly different from the named comparison condition within each column.
Significantly different from the unnamed comparison condition within each column.
= Significantly different from the dosing condition within each column.
Significantly different from the MOA condition within each column
Significantly different from the no visual 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).