Why Is 1 Out of 20 Riskier Than 5%? Effect of Representing Unlikely Events As Frequency Versus Percentage on Risk Perceptions
While risk perceptions are higher in the negative frequency (1 out of 20) versus percentage (5%) format, there is no difference in the positive format (19 out of 20, 95%). The extent to which individuals imagine themselves in the risk mediates the effect, and construal level serves as a moderator.
Nevena T Koukova and Joydeep Srivastava (2018) ,"Why Is 1 Out of 20 Riskier Than 5%? Effect of Representing Unlikely Events As Frequency Versus Percentage on Risk Perceptions", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 660-661.
Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA
NA - Advances in Consumer Research Volume 46 | 2018
Prices in Red: When a Red Price Becomes a Stop Sign
Hongjun Ye, Drexel University, USA
Siddharth Bhatt, Drexel University, USA
Rajneesh Suri, Drexel University, USA
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction
Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA