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. Author manuscript; available in PMC: 2022 Aug 26.
Published in final edited form as: J Public Policy Mark. 2016 Apr 1;35(1):108–123. doi: 10.1509/jppm.14.077

TABLE 3.

MEAN COMPREHENSION OF PRODUCT RISKS AND BENEFITS, BY CONDITION

Design Condition Comprehension of Product Risks
M
(95% C.I.)		 Comprehension of Product Benefits
M
(95% C.I.)
Placement, duration, prominence Control 5.3
(4.8, 5.7)		 4.8
(4.4, 5.1)
Placement Before risk 5.2
(4.8, 5.7)		 4.9
(4.6, 5.2)
Placement During risk 5.3
(4.9, 5.7)		 4.5
(4.2, 4.7)
Placement After risk 5.4
(5.0, 5.9)		 4.4
(4.1, 4.7)
Placement, duration Whole ad 4.9
(4.4, 5.4)		 4.3
(4.0, 4.7)
Duration 3-second text super 5.5
(5.0, 5.9)		 4.4
(4.1, 4.8)
Duration, prominence 10-second text super 5.4
(5.0, 5.9)		 4.4
(4.1, 4.7)
Prominence Text super + short audio 5.3
(4.9, 5.7)		 4.6
(4.3, 4.9)
Prominence Text super + audio 5.5
(5.1, 5.9)		 4.6
(4.3, 4.9)

Note. The range for the risk index was 0 to 11 and the range for the benefit index was 0 to 9.