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Foreground-background salience effect in traffic risk communication

Author

Listed:
  • Hu, Tian-Yi
  • Jiang, Xin-Wen
  • Xie, Xiaofei
  • Ma, Xiao-Qin
  • Xu, Chao

Abstract

Pie charts are often used to communicate risk, such as the risk of driving. In the foreground-background salience effect (FBSE), foreground (probability of bad event) has greater salience than background (no bad event) in such a chart. Experiment 1 confirmed that the displays format of pie charts showed a typical FBSE. Experiment 2 showed that the FBSE resulted from a difference in cognitive efforts in processing the messages and that a foreground-emphasizing display was easier to process. Experiment 3 manipulated subjects’ information processing mindset and explored the interaction between displays format and information processing mindset. In the default mindset, careless subjects displayed a typical FBSE, while those who were instructed to be careful reported similar risk-avoidant behavior preference reading both charts. Suggestions for improving risk communication are discussed.

Suggested Citation

  • Hu, Tian-Yi & Jiang, Xin-Wen & Xie, Xiaofei & Ma, Xiao-Qin & Xu, Chao, 2014. "Foreground-background salience effect in traffic risk communication," Judgment and Decision Making, Cambridge University Press, vol. 9(1), pages 83-89, January.
    • Handle: RePEc:cup:judgdm:v:9:y:2014:i:1:p:83-89_8
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