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
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