When 1-In-3 Is Greater Than 4-In-10: Why Lower Probability Events Can Be More Persuasive in Public Service Announcements.

Ann Schlosser, University of Washington, USA
I argue and show in three experiments that when events are represented in ratios using small numbers, consumers perceive a problem (e.g., melanoma) as more serious and are more willing to act than when ratios use large numbers, even when the probability of the event is lower.
[ to cite ]:
Ann Schlosser (2011) ,"When 1-In-3 Is Greater Than 4-In-10: Why Lower Probability Events Can Be More Persuasive in Public Service Announcements.", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.