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
K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Featured
Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market
Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton