Messages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising concepts

Table 3 Behavioural intentions and confidence to modify behaviour by each concept (n = 354)

	Control	Self-efficacy only	Threat only	Threat and self-efficacy
	n = 58	n = 132	n = 83	n = 81
Measure	t.b. % $\bar{x}$	t.b. % $\bar{x}$	t.b. % $\bar{x}$	t.b. % $\bar{x}$
Intentions to try to ABSTAIN in future pregnancy	19.0 2.62	29.5^# 2.23	48.2^{#^} 1.88*	48.1^{#^} 1.99*
Intentions to try to REDUCE in future pregnancy	17.2 2.52	23.5 2.3	36.1^{#^} 1.9*	44.4^{#^} 2.02
CONFIDENCE to ABSTAIN in a future pregnancy	29.5 2.40	27.3 2.24	42.2^{#^} 2.04	44.4^{#^} 1.99
CONFIDENCE to REDUCE in a future pregnancy	20.7 2.52	25.8 2.28	38.6^{#^} 2.10	45.7^{#^} 1.89*

^#‘Top box’ percentage significantly different from Control at p ≤ 0.05.
^{^}‘Top box’ percentage significantly different from Self-efficacy only at p ≤ 0.05.
*Mean score significantly different from Control at p ≤ 0.05.

ISSN: 1471-2458