Summary of Median Results Across Awareness Measures (Ordered by Bias Ratio)
| Total Obs. (n = 247) | Retrieval % | ||||
|---|---|---|---|---|---|
| Awareness Measure | Cuing Material | User | Non-user | Bias Ratio* | |
| Top-of-Mind | Category | 30 | 16 | 3 | 5.3 |
| Unprompted | Category | 32 | 28 | 9 | 3.1 |
| Brand Prompted | Category + Brand | 33 | 33 | 12 | 2.8 |
| Brand + Media Prompted | Category + Brand + Media | 51 | 13 | 5 | 2.6 |
| Execution Prompted | Category + Execution | 25 | 43 | 23 | 1.9 |
| Execution + Media Prompted | Category + Execution + Media | 76 | 51 | 38 | 1.3 |
| Median All | 31 | 13 | 2.4 | ||
↵* The bias ratio is calculated by dividing the user retrieval score by the nonuser retrieval score.