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Effect of numbers vs pictures on perceived effectiveness of a public safety awareness advertisement
1Dept. of Marketing, California State University, Northridge 91330.
Perceptual and Motor Skills
|August 1, 1991
Abstract:
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.