Table 3.
Standardized (zero-centered) utilities means and standard deviations for West Louisville and Hopkinsville across the various attribute levels tested
| Tested Attribute Level | Utilities Estimated from Initial Model | Utilities Estimated from Final Model | Standard Deviation for Utility Estimate in Final Model |
|---|---|---|---|
| Message Source | |||
| Someone who looks like your healthiest close friend | 16.41 | 17.68 | 45.67 |
| Someone who looks like your mother or grandmother | 9.67 | 9.98 | 49.87 |
| Someone who looks like your doctor | −3.89 | −4.81 | 47.43 |
| Someone who looks like a church leader | −10.49 | −9.51 | 44.25 |
| Someone who looks like your local health department representative | −11.69 | −13.34 | 40.21 |
| Situation Illustrated | |||
| Person in the message talks about setting a good example for other people (family, friends, relatives) | 9.45 | 11.24 | 38.03 |
| Person in the message talks about how eating habits can affect other aspects of family life | 3.98 | 5.22 | 33.30 |
| Person in the message talks about living with a chronic condition (for example, high blood pressure, high cholesterol, diabetes) | 3.65 | 4.58 | 40.94 |
| Person in the message talks about how a close family member’s serious health problem is influencing their own health decisions | 2.91 | 1.44 | 36.85 |
| Person in the message talks about how they felt when they learned that their weight classified them as obese | −19.99 | −22.48 | 35.58 |
| Behavior | |||
| Eat 2 cups of fruit and 2 1/2 cups of vegetables every day | 13.53 | 15.90 | 32.64 |
| Eat 2–3 servings of fruit or vegetables with every meal | 2.94 | 3.52 | 37.00 |
| Fill half your plate with fruits and vegetables at each meal or eating occasion | −4.15 | −5.09 | 37.30 |
| Eat double the amount of fruit and vegetables you are now eating each day | −12.32 | −14.34 | 42.33 |
| Benefit | |||
| Lower your risk of heart disease and heart attack | 10.67 | 7.87 | 36.22 |
| Help you look better (clear skin, healthier hair, stronger muscles) | 1.88 | 5.42 | 35.39 |
| Lose weight | −3.51 | −3.19 | 39.90 |
| Help your family learn healthy eating habits | −9.04 | −10.10 | 34.41 |
| Action Demonstrated | |||
| Ways to buy more fruit and vegetables for less | 3.84 | 6.37 | 33.60 |
| New ways to prepare fresh fruit and vegetables as a main dish | 3.12 | 1.40 | 31.72 |
| New recipes for cooking with fruit and vegetables (for example, as extra flavorings) | −2.19 | −2.76 | 36.18 |
| Ways to get your money’s worth out of the fruit and vegetables you purchase (for example, reminders to eat those purchased or tips for making them last longer) | −4.77 | −5.00 | 35.31 |
Note: Bold values indicate the attribute level with the strongest motivation factor in the final model.