Table 3 Multiple logistic regressions for effect of message variant on the secondary outcome measures, clicks to join (model 1), and sign-ups in those who had already clicked to join (model 2)
(Model 1) | (Model 2) | |
|---|---|---|
Unadjusted odds ratio for clicks to join (0 did not click and 1 did click) | Unadjusted odds ratio for completed registrations (sign-ups) in those who clicked to join, N = 44,875 (0 not completed and 1 completed) | |
Reference group (control) | ||
Social norms alone | 1.244*** [1.197,1.293] | 1.035 [0.956,1.121] |
Social norms and image | 0.879*** [0.843,0.917] | 1.208*** [1.106,1.319] |
Social norms and logo | 1.191*** [1.145,1.238] | 1.228*** [1.132,1.332] |
Loss frame | 1.329*** [1.279,1.380] | 1.019 [0.942,1.102] |
Gain frame | 1.235*** [1.188,1.284] | 1.048 [0.968,1.135] |
Reciprocity | 1.335*** [1.285,1.388] | 1.114** [1.029,1.205] |
Cognitive dissonance | 1.204*** [1.157,1.252] | 1.084* [1.000,1.175] |
Observations | 1,085,322 | 44,875 |