The Psychophysics of Estimated Risk

Two studies examine how base rates of health risk are psychologically transformed into perceptions of risk for an average person and one’s self. Study 1 examines risk perceptions for 13 causes of death with objective base rates ranging from 1:5 (heart disease) to 1:340,733 (fireworks discharge). We model perceived risk as following a power law where the denominator (N) is raised to an exponent the size of which is contingent on the size of the denominator itself (i.e., endogenously determined). Study 2 examines the moderating effect of visual versus numeric presentation format on risk perceptions.


Priya Raghubir (2010) ,"The Psychophysics of Estimated Risk", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 207-210 .


Priya Raghubir, New York University, USA


NA - Advances in Consumer Research Volume 37 | 2010

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