Barely Significant
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Examining the exposure-reception-retention link in realistic communication environments via VR and eye-tracking: The VR billboard paradigm.

PLoS One · 2023 · PMC10688884 · PMID 38033032

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highly significantp < 0.001actually significant
Carrying out the same analysis on recognition data revealed even more pronounced results: Participants in the free-viewing condition recognized on average 14.6 billboards ( sd = 3.25; recognition_rate free-viewing = 0.73) compared to only 7.1 billboards recognized in the trash-counting condition ( sd = 3.68; recognition_rate trash-counting = 0.35), which is a highly significant difference ( t 38 = 6.78, p < 0.001, d = 2.14, see Fig 2 , right panel).

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