Table 3.
Means (standard errors) in Studies 1 and 2, by promotional offer.
| Study 1: Insomnia |
Study 2: High blood pressure |
|||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Copay/ $ off | BOGO | 30-day trial | Money-back | No offer | Copay/ $ off | BOGO | 30-day trial | Money-back | No offer | |
| Perceived drug efficacy likelihood | 65.22 (31.08) | 65.32 (31.11) | 65.37 (29.00) | 61.76* (32.33) | 69.54 (29.20) | 60.25^ (33.85) | 51.33* (36.73) | 57.62 (35.39) | 55.13 (36.41) | 60.03 (34.75) |
| Perceived drug efficacy magnitude | 5.30 (1.34) | 5.38 (1.31) | 5.39 (1.33) | 5.22 (1.32) | 5.40 (1.39) | 5.04 (1.40) | 4.90 (1.55) | 5.03 (1.46) | 4.90 (1.62) | 5.14 (1.47) |
| Comparative benefit | 2.78 (0.72) | 2.73 (0.74) | 2.75 (0.75) | 2.72 (0.76) | 2.78 (0.76) | 2.53 (0.79) | 2.49 (0.82) | 2.56 (0.81) | 2.45 (0.89) | 2.55 (0.80) |
| Perceived drug risk likelihood | 21.67 (24.48) | 23.73 (25.86) | 23.77 (26.13) | 24.68 (27.00) | 23.19 (26.26) | 20.85 (25.62) | 23.43 (28.70) | 23.11 (27.53) | 24.79 (30.11) | 20.34 (25.65) |
| Perceived drug risk magnitude | 3.96 (1.64) | 3.98 (1.62) | 4.07 (1.66) | 3.95 (1.55) | 4.03 (1.70) | 4.21 (1.64) | 4.35 (1.64) | 4.32 (1.72) | 4.40 (1.73) | 4.33 (1.70) |
| Comparative safety | 2.75 (0.74) | 2.70 (0.76) | 2.72 (0.77) | 2.71 (0.78) | 2.77 (0.77) | 2.48 (0.81) | 2.44 (0.83) | 2.55 (0.82) | 2.46 (0.87) | 2.50 (0.81) |
| Intention to search/try | 1.94 (0.89) | 1.88 (0.85) | 1.96 (0.93) | 1.88 (0.88) | 1.94 (0.92) | 1.77 (0.87) | 1.76 (0.89) | 1.80 (0.85) | 1.81 (0.89) | 1.80 (0.88) |
| Intention to switch | 3.75 (1.92) | 3.47 (1.89) | 3.78 (1.93) | 3.64 (1.87) | 3.52 (1.95) | 2.80 (1.79) | 2.81 (1.92) | 2.95 (1.86) | 2.82 (1.88) | 2.73 (1.86) |
| Benefit recall | 0.95 (1.03) | 1.03 (1.05) | 0.93 (1.01) | 0.90 (1.01) | 0.97 (1.01) | 0.82 (0.97) | 0.80 (0.94) | 0.85 (0.97) | 0.75 (0.90) | 0.84 (0.91) |
| Benefit recognition | 4.03 (2.86) | 4.03 (2.91) | 4.12 (2.84) | 3.83 (2.81) | 4.17 (2.84) | 3.44 (2.45) | 3.32 (2.41) | 3.42 (2.40) | 3.32 (2.35) | 3.32 (2.32) |
| Risk recall | 0.76 (1.31) | 0.82 (1.33) | 0.83 (1.43) | 0.64^ (1.17) | 0.68 (1.17) | 0.48 (1.02) | 0.50 (1.07) | 0.56 (1.13) | 0.55 (1.11) | 0.56 (1.08) |
| Risk recognition | 3.08 (2.81) | 3.06 (2.97) | 3.23 (2.93) | 2.98 (2.82) | 3.20 (2.95) | 2.21 (2.28) | 2.07 (2.27) | 2.34 (2.30) | 2.32 (2.44) | 2.15 (2.32) |
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 = 0-12 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 no offer condition, Bonferroni-adjusted p < .005.
Significantly different from the BOGO (buy one, get one free) condition, Bonferroni-adjusted p < .005.