Frequency, Probability, Or Total Number? a Comparison of Different Mathematically Equivalent Presentations’ Effect on Risk Perception During Covid-19
Institutions release COVID-19 infection information often by total cases (e.g., 100,000) or by frequency (e.g., 100 per million). We compared the effect of total cases, frequency, probability, and mixed formats on perceived risks, and found that presentation formats differed systematically in conveying health risks. Guidelines for information release are provided.
Yun Jie (2021) ,"Frequency, Probability, Or Total Number? a Comparison of Different Mathematically Equivalent Presentations’ Effect on Risk Perception During Covid-19", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 185-185.
Yun Jie, Sun Yat-sen University School of Business
NA - Advances in Consumer Research Volume 49 | 2021
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