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Demographic Diversity and Effective Message Design: How Behavioral Theory Can Help
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Diversity effects 27
Table 4.
Mean perceived effectiveness of anti-drug ads.
Perceived ad effectiveness
Individual ads
Overall
Condition title
Ad title
M
SD
n
M
condition
SD
cond
n
cond
Control
---
457
Coolest kids
Average kid Cafeteria Moment of truth
3.653.583.63
.81.91.93
103103104
3.61
.77
103
a
School
Pound head Pot head Straight A Dealer
3.543.363.663.53
1.111.141.041.11
76767676
3.52
.93
76
b
Weak
Dog’s view Chris Hill Pot head Lauryn Hill No no no
3.402.993.413.523.33
1.131.201.151.201.07
5354535455
3.32
.89
54
c
Strong
Michael Straight A Gateway Rite of passage Long way home
3.903.743.433.773.84
.91.80
1.07
.91.95
5756555656
3.73
.71
56
c
Explicit gateway
Bathroom Roaches Teeth Lab rats Gateway
3.623.843.853.773.46
1.02
.87.93
1.011.00
120120126120124
3.68
.75
119
c
Implicit gateway
Roaches Teeth Michael Surgeon
3.814.243.853.77
1.12
.80
1.151.08
53485052
3.94
.86
52
b
Hard drugs only
Bathroom Roaches Teeth Lab rats
3.543.813.863.51
1.12
.95.99
1.26
40434041
3.65
.92
42
b
Kentucky Michael
Dealer
3.683.40
1.111.09
130130
3.54
.92
130
d
Non-reactive
Long way home Everclear
3.913.80
1.03
.81
4545
3.86
.75
45
d
Note. An overall perceived effectiveness score was computed when valid individual ad
effectiveness scores for at least
a
2 out of 3,
b
2 out of 4,
c
3 out of 5, or
d
both ads were available.
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| | Authors: Fishbein, Martin., Cappella, Joseph. and Yzer, Marcus. |
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Diversity effects 27
Table 4.
Mean perceived effectiveness of anti-drug ads.
Perceived ad effectiveness
Individual ads
Overall
Condition title
Ad title
M
SD
n
M
condition
SD
cond
n
cond
Control
---
457
Coolest kids
Average kid
Cafeteria
Moment of truth
3.65
3.58
3.63
.81
.91
.93
103
103
104
3.61
.77
103
a
School
Pound head
Pot head
Straight A
Dealer
3.54
3.36
3.66
3.53
1.11
1.14
1.04
1.11
76
76
76
76
3.52
.93
76
b
Weak
Dog’s view
Chris Hill
Pot head
Lauryn Hill
No no no
3.40
2.99
3.41
3.52
3.33
1.13
1.20
1.15
1.20
1.07
53
54
53
54
55
3.32
.89
54
c
Strong
Michael
Straight A
Gateway
Rite of passage
Long way home
3.90
3.74
3.43
3.77
3.84
.91
.80
1.07
.91
.95
57
56
55
56
56
3.73
.71
56
c
Explicit gateway
Bathroom
Roaches
Teeth
Lab rats
Gateway
3.62
3.84
3.85
3.77
3.46
1.02
.87
.93
1.01
1.00
120
120
126
120
124
3.68
.75
119
c
Implicit gateway
Roaches
Teeth
Michael
Surgeon
3.81
4.24
3.85
3.77
1.12
.80
1.15
1.08
53
48
50
52
3.94
.86
52
b
Hard drugs only
Bathroom
Roaches
Teeth
Lab rats
3.54
3.81
3.86
3.51
1.12
.95
.99
1.26
40
43
40
41
3.65
.92
42
b
Kentucky Michael
Dealer
3.68
3.40
1.11
1.09
130
130
3.54
.92
130
d
Non-reactive
Long way home
Everclear
3.91
3.80
1.03
.81
45
45
3.86
.75
45
d
Note. An overall perceived effectiveness score was computed when valid individual ad
effectiveness scores for at least
a
2 out of 3,
b
2 out of 4,
c
3 out of 5, or
d
both ads were available.
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