Table D.1

Analysis of all PSAs in sample

Category

Total number

Percentage of total

All PSAs

189

100

Health or safety PSAs

97

51

Table D.2

Analysis of all health and safety PSAs in sample

Category

Total number

Percentage of total

Health or safety PSAs

97

100

Health or safety PSAs containing fear appeals

66

68

Table D.3

Analysis of health and safety PSAs

which contain fear appeals

Element

Total number

containing the

Percentage of "fear"

PSAs showing

element

the element

Severity

58

88

Susceptibility

64

97

Response efficacy

59

89

Self-efficacy

55

83

"Easy to perform"

53

80

All five elements

41

62