Table 4: Changes in reported knowledge and expected changes in behavior.

Treatment group Survey provided new information Own behavior expected to change Others behavior expected to change
1. Saw text only 0.62*** 0.51*** 0.38***
2. Saw text + Whale 0.56*** 0.52*** 0.41***
3. Saw text + photo 0.53*** 0.66*** 0.51***
4. Saw photo only 0.32*** 0.61*** 0.48***
p-value for test of equal means 0.00 0.01 0.02
Fisher-Hayter test statistics
Group 1 vs. 2 2.29 0.34 1.04
Group 1 vs. 3 2.59 4.15^ 3.94^
Group 1 vs. 4 9.07^ 2.93 2.94
Group 2 vs. 3 0.78 3.87^ 3.12
Group 2 vs. 4 7.19^ 2.65 2.09
Group 3 vs. 4 5.37^ 1.15 0.96

Each column represents a separate OLS regression.

*p < 0.05; **p < 0.01; ***p < 0.001 for F tests of zero means; ^Significant at 5 percent level (critical value = 3.32).