Table 2.
Means (standard errors) in Studies 1 and 2, by ad type.
| Study 1: Insomnia |
Study 2: High blood pressure |
|||||
|---|---|---|---|---|---|---|
| Full product | OTC | Reminder | Full product | OTC | Reminder | |
| Perceived drug efficacy likelihood | 70.46*^ (26.05) | 74.38^ (25.74) | 50.97 (34.36) | 63.07^ (31.74) | 62.76^ (33.74) | 44.83 (37.82) |
| Perceived drug efficacy magnitude | 5.66^ (1.15) | 5.65^ (1.22) | 4.67 (1.41) | 5.36^ (1.24) | 5.29^ (1.39) | 4.36 (1.63) |
| Comparative benefit | 2.86^ (0.69) | 2.92^ (0.64) | 2.47 (0.81) | 2.66^ (0.71) | 2.63^ (0.80) | 2.25 (0.89) |
| Perceived drug risk likelihood | 23.32*^ (23.39) | 18.92^ (25.38) | 29.57 (30.53) | 22.19^ (23.89) | 18.72^ (25.10) | 26.68 (32.45) |
| Perceived drug risk magnitude | 4.62*^ (1.62) | 3.34^ (1.59) | 4.04 (1.42) | 5.01*^ (1.57) | 3.77^ (1.68) | 4.21 (1.56) |
| Comparative safety | 2.79*^ (0.70) | 2.97^ (0.82) | 2.42 (0.65) | 2.50*^ (0.76) | 2.70^ (0.78) | 2.27 (0.89) |
| Intention to search/try | 1.92*^ (0.88) | 2.16^ (0.92) | 1.67 (0.80) | 1.80*^ (0.88) | 1.94^ (0.88) | 1.61 (0.84) |
| Intention to switch | 3.65*^ (1.93) | 4.09^ (1.84) | 3.10 (1.84) | 2.94^ (1.89) | 3.07^ (1.86) | 2.45 (1.78) |
| Benefit recall | 1.12*^ (0.95) | 1.41^ (1.09) | 0.31 (0.61) | 1.13^ (0.92) | 1.19^ (0.98) | 0.11 (0.32) |
| Benefit recognition | 5.53^ (2.08) | 5.40^ (2.08) | 1.06 (1.75) | 4.60^ (1.76) | 4.47^ (1.75) | 1.02 (1.61) |
| Risk recall | 1.95*^ (1.56) | 0.13 (0.37) | 0.12 (0.36) | 1.53*^ (1.41) | 0.04 (0.26) | 0.04 (0.21) |
| Risk recognition | 5.90*^ (2.24) | 2.26^ (1.88) | 1.07 (1.99) | 4.38*^ (1.85) | 1.50^ (1.79) | 0.85 (1.61) |
Note. There were significant interactions between coupon and ad type for perceived drug efficacy likelihood and risk recall in Study 1 and for benefit recall in Study 2. In Study 1, benefit recall = 0-6 correct, benefit recognition = 0-9 correct, risk recall = 0-10 correct, and risk recognition = 0-10 correct. In Study 2, benefit recall = 0-4 correct, benefit recognition = 0-8 correct, risk recall = 0-7 correct, and risk recognition = 0-8 correct. For measures in both studies, perceived benefit likelihood = 0-100 people, perceived benefit magnitude = 1-7 (not at all effective to very effective), comparative benefit = 1-4 (strongly disagree to strongly agree), perceived risk likelihood = 0-100 people, perceived risk magnitude = 1-7 (not at all serious to very serious), comparative safety = 1-4 (strongly disagree to strongly agree), and intention to search/try and intention to switch = 1-4 (not at all likely to 4 extremely likely).
Significantly different from the OTC condition, Bonferroni-adjusted p < .017.
Significantly different from the reminder condition, Bonferroni-adjusted p < .017.