Effect of numbers vs pictures on perceived effectiveness of a public safety awareness advertisement.
In a 2 x 2 completely randomized factorial experiment, 24 women and 16 men rated the perceived effectiveness of an earthquake preparedness advertisement which contained either a picture or no picture of prior earthquake damage and contained either statistics or no statistics on likelihood of an earthquake. A main effect for superiority of the picture was found. The presence of statistics had no main or interactive effects on the perceived effectiveness of the advertisement.
Bochniak
S
S
Dept. of Marketing, California State University, Northridge 91330.
Lammers
H B
HB
D000328:Adult; D001288:Attention; D001364:Awareness; D002140:California; D004189:Disaster Planning; D004190:Disasters; D004193:Discrimination Learning; D005260:Female; D006801:Humans; D008297:Male; D010364:Pattern Recognition, Visual; D012449:Safety