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

Table 4 Message diagnostics (n = 354)

	Control	Self-efficacy only	Threat only	Threat and self-efficacy
	n = 58	n = 132	n = 83	n = 81
Message diagnostics	t.b. % $\bar{x}$	t.b. % $\bar{x}$	t.b. % $\bar{x}$	t.b. % $\bar{x}$
Believability	20.7 2.24	53.0^# 1.62*	55.4^# 1.64 *	54.3^# 1.53*
Relevance to women in general	24.1 2.07	58.3 1.63	56.6 1.53	61.7 1.53
Likeability	8.6 2.72	28.8^# 2.20*	22.9^# 2.42*	22.2^# 2.19*
	yes%	yes%	yes%	yes%
Interesting	51.7	74.2^#	68.7^#	77.8^#
Convincing	56.9	74.2^#	68.7^#	84.0^{#^~}
Makes me think about the topic in new way	25.9	40.2^#	33.7	50.6^#~
Provides important information	65.5	84.1^#	92.8^{#^}	91.4^#

^#’Top box’/affirmative answer percentage significantly different from Control at p ≤ 0.05.
^’Top box’/affirmative answer significantly different from Self-efficacy only at p ≤ 0.05.
~’Top box’/affirmative answer significantly different from Threat only at p ≤ 0.05.
*Mean score significantly different from Control at p ≤ 0.05.

ISSN: 1471-2458