When Seeing a Ratio Reduces Perceived Risk: an Examination Into the Use of Infographics to Convey Risk
Infographics are an increasingly popular form of communicating risk information. Yet, the present research suggests that the effectiveness of infographics (vs. text) depends on the size of the numbers used to represent a ratio. Furthermore, this research demonstrates the important role of active processing in explaining this effect.
Ann Schlosser (2018) ,"When Seeing a Ratio Reduces Perceived Risk: an Examination Into the Use of Infographics to Convey Risk", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 163-164.
Ann Schlosser, Foster School of Business, University of Washington, USA
E - European Advances in Consumer Research Volume 11 | 2018
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