Table 3 Average placement agreement and category per card for card sorting activity for loss-framed messages by pregnant mothers in the Jimma Zone, Ethiopia

Balanced diet

3

100

1

Iron-folic acid supplement

5

100

1

Consuming raw meat

7

60

40

2

Consuming unwashed food

9

57

43

2

Optimal maternal extra meal

14

100

1

Animal source feeding

18

80

20

2

Consumption of iodized salt

20

86

14

2

Alcohol consumption

4

80

20

2

Avoid use of excess caffeine

12

25

75

2

Regular personal hygiene

16

14

86

2

Offensive discharge, severe headache

8

20

80

2

Decreased fetal movement

10

80

20

2

Blurred vision and vaginal bleeding

13

100

1

Sudden leaking of fluid per vagina

17

75

25

2

Labor, bridge presentation, and bleeding

22

83

17

2

Skilled attendance

19

100

1

Institutional delivery

23

86

14

2

Transportation

24

50

25

25

3

Preparing essential items for child-birth

25

67

17

17

3

Saving money

27

20

80

2

Early breast-feeding initiation

26

60

20

20

3

Feeding colostrum

28

83

17

2

Importance of breastfeeding

30

20

60

20

3

Exclusive breast feeding

31

86

14

2

Cord care

34

100

1

Newborn danger sign 01

36

80

20

2

Skin to skin contact

38

25

75

2

Newborn danger sign 02

39

100

1

Baby bath

40

86

14

2

Importance of child immunization

29

17

67

17

3

Child immunization-polio

33

20

80

2

Child immunization-TB

35

100

1

Laboring sign 01

37

100

1

Laboring sign 02

42

86

14

2

PNC—signs and symptoms- 01

41

20

80

2

PNC—signs and symptoms- 02

43

100

1

PNC—Nutrition

44

40

60

2

Adherence to ANC schedule

1

0

100

1

Adherence to PNC schedule

2

43

57

2

Calcium supplementation

6

25

75

3

Constipation

11

17

17

17

50

4

Preparing essential items

15

25

25

50

3

Physical activity

21

20

20

20

40

4

Designating a decision maker

32

25

25

50

3