Table 2.
Outcome Descriptive Statistics by Ad Characteristics.
| Audio Frequency of Major Statement | Speed of Major Statement | Organization of the Major Statement | ||||
|---|---|---|---|---|---|---|
| Low | High | Low | High | Simple | Complex | |
| n=530 | n=534 | n=525 | n=539 | n=533 | n=531 | |
| Mean (SD) | ||||||
| Risk recalla | 1.97 (1.47) | 1.90 (1.43) | 1.00 (0.42) | 0.96 (0.43) | 0.97 (0.45) | 0.99 (0.40) |
| Benefit recallb | 0.98 (0.43) | 0.99 (0.43) | 2.05 (1.42) | 1.82 (1.46) | 2.10 (1.49) | 1.78 (1.39) |
| Claim recognitionc | 3.05 (0.98) | 3.03 (1.02) | 3.17 (0.92) | 2.91 (1.06) | 3.16 (0.94) | 2.93 (1.04) |
| n (%) | ||||||
| Main message recall | 453 (85.5%) | 462 (86.5%) | 461 (86.5%) | 454 (85.5%) | 452 (86.1%) | 463 (85.9%) |
| Ad comprehension | 248 (46.9%) | 257 (48.2%) | 255 (47.9%) | 250 (47.2%) | 262 (50.0%) | 243 (45.2%) |
a
Possible range from 0 to 12 risks, although no participant recalled more than 7 risks.
b
Possible range from 0 to 2 benefits.
c
Possible range from 0 to 4 claims.
d
Response options range from 1-not at all confident to 5-extremely confident.