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.
Citation:
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.
Authors
Nevena T Koukova, Lehigh University
Joydeep Srivastava, Temple University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
F4. Social Support First, Money Later: Perceived Economic Mobility Increases Happiness When Perceived Social Support Opens the Door
Yong Ju Kwon, Seoul National University, USA
Sara Kim, University of Hong Kong
Youjae Yi, Seoul National University
Featured
Liminality, Portals, and Narratives of Transformation
Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK
Featured
Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA