TABLE 5:
WEIGHTED PERCENTAGE OF PARTICIPANTS REMEMBERING THE TOLL-FREE STATEMENT, BY DURATION
| Condition | |||||
|---|---|---|---|---|---|
| Dependent Variable | Response | Control % (95% C.I.) |
3 Seconds % (95% C.I.) |
10 Seconds % (95% C.I.) |
During the Whole Ad % (95% C.I.) |
| Did the ad list any web sites? | % who said yes (correct answer for all conditions) | 39.9 a (32.9, 47.4) |
38.7 a (31.9, 46.0) |
43.2 a
(36.4, 50.3) |
47.5 a (39.7, 55.4) |
| Did the ad list any telephone numbers? | % who said yes (correct answer for all conditions) | 34.5 a (27.8, 41.8) |
33.8 a (27.5, 40.9) |
44.1 a (37.1, 51.2) |
38.2 a (31.0, 46.0) |
| Did you notice a statement about FDA in the ad for Zintria? | % who said yes (incorrect answer for control condition, correct answer for all other conditions) | 26.4 a (29.3, 33.5) |
51.2 b (43.9, 58.5) |
50.5 b (43.5, 57.6) |
63.3 b (55.4, 70.6) |
| What did the statement say? 1 | % whose open-ended responses were coded as “to report side effects” or “call FDA” (guessing for control condition, correct answer for all other conditions) | 0 a | 35.6 b (26.3, 46.1) |
34.9 b (26.5, 44.3) |
22.0 b (15.8, 29.9) |
| Why should you contact FDA, according to the statement? 1 | % who selected “to report side effects” (guessing for control condition, correct answer for all other conditions) | 31.9 a (19.1, 48.1) |
54.3 a (43.9, 64.3) |
49.5 a (40.0, 59.0) |
52.7 a (42.9, 62.4) |
| Did you notice a statement about reporting side effects?2 | % who said yes (incorrect answer for control condition, correct answer for all other conditions) | 70.3 a (61.8, 77.5) |
73.5 a (64.1, 81.1) |
78.9 a (69.8, 85.9) |
68.6 a (53.9, 80.3) |
| Which, if any, of the following appeared in the ad? | % who selected the toll-free statement (incorrect answer for control condition, correct answer for all other conditions) | 18.0 a (12.9, 24.5) |
45.0 b (37.9, 52.4) |
50.9 b (43.8, 57.9) |
51.0 b (43.1, 58.8) |
Note. Means sharing a superscript were not significantly different at the Bonferroni-adjusted p < .008.
1
These questions were asked only of participants who responded “yes” when asked whether they noticed a statement about FDA in the ad.
2
This question was asked only of participants who responded “no” when asked whether they noticed a statement about FDA in the ad.