| Message acceptance | Argument strength | Personalised perceived effectiveness | Negative emotional impact |
---|
| % | (95 % CI) | % | (95 % CI) | % | (95 % CI) | % | (95 % CI) |
Become a swapper |
70
|
(65-74)
| 54 | (50-59) | 40 | (36-45) |
5
|
(3-7)
|
Toxic fat |
83
a
|
(80-86)
|
76
a
|
(72-79)
|
51
a
|
(47-55)
|
27
a
|
(23-31)
|
Take life on | 73 | (70-77) | 57 | (53-61) | 40 | (36-44) |
4^
|
(3-6)
|
Measure up | 78 | (74-82) | 69 | (64-73) |
50
|
(46-55)
| 17 | (13-21) |
Piece of string | 78 | (74-81) | 69 | (65-72) | 45 | (41-49) | 12 | (10-15) |
Full monty | 74 | (70-77) | 56 | (52-60) |
27
|
(24-31)
| 10 | (8-13) |
Correctly identified |
65^
|
(61-69)
|
36^
|
(32-40)
| 29 | (25-33) |
6
|
(4-8)
|
Why am I fat |
69
|
(65-72)
| 53 | (49-57) |
23^
|
(20-27)
| 14 | (11-17) |
- Footnote: Percentages are adjusted for gender, age group, education level, parental status, weight status, previous exposure to the ad, all other ads and individual-level clustering. For each outcome (column) the ad that produced a strong response among the highest proportion of participants is indicated by a and bold; the ad that produced a strong response among the lowest proportion of participants is indicated by ^ and italic. Bold figures highlight those ads that were rated comparably to the strongest performing ad for each outcome (non-significant difference, P ≥ 0.05). Italic figures highlight those ads that were rated comparably to the weakest performing ad for each outcome (non-significant difference, P ≥ 0.05)