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How do people perceive graphical risk communication? The role of subjective numeracy

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  • Rebecca Hess
  • Vivianne H.M. Visschers
  • Michael Siegrist
  • Carmen Keller

Abstract

This study aims to evaluate directly how a graphical risk ladder is perceived and how this perception is related to people's subjective numeracy. Gaze durations and frequencies were used to examine visual attention. Participants ( N = 47) appeared to focus on the target risk information, whereas referential information was less attended. Subjective numeracy was negatively correlated with total watching time and the absolute number of gaze events. Results suggest that participants with low subjective numeracy have more difficulty in comprehending the graph, and that they process the graphical information less efficiently than the participants with high subjective numeracy. In addition, the position of referential risks on risk ladders could influence people's risk perception. Based on these findings, we provide some implications for the design of risk communication graphs and for the use of graphs in informing persons with low subjective numeracy about risks.

Suggested Citation

  • Rebecca Hess & Vivianne H.M. Visschers & Michael Siegrist & Carmen Keller, 2011. "How do people perceive graphical risk communication? The role of subjective numeracy," Journal of Risk Research, Taylor & Francis Journals, vol. 14(1), pages 47-61, January.
    • Handle: RePEc:taf:jriskr:v:14:y:2011:i:1:p:47-61
    DOI: 10.1080/13669877.2010.488745
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    References listed on IDEAS

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    9. Vivianne H. M. Visschers & Ree M. Meertens & Wim F. Passchier & Nanne K. DeVries, 2007. "How Does the General Public Evaluate Risk Information? The Impact of Associations with Other Risks," Risk Analysis, John Wiley & Sons, vol. 27(3), pages 715-727, June.
    10. Michael Siegrist & Marie-Eve Cousin & Carmen Keller, 2008. "Risk communication, prenatal screening, and prenatal diagnosis: the illusion of informed decision-making," Journal of Risk Research, Taylor & Francis Journals, vol. 11(1-2), pages 87-97, January.
    11. Steven Woloshin & Lisa M. Schwartz & Stephanie Byram & Baruch Fischhoff & H. Gilbert Welch, 2000. "A New Scale for Assessing Perceptions of Chance," Medical Decision Making, , vol. 20(3), pages 298-307, July.
    12. Michael Siegrist & Pascale Orlow & Carmen Keller, 2008. "The Effect of Graphical and Numerical Presentation of Hypothetical Prenatal Diagnosis Results on Risk Perception," Medical Decision Making, , vol. 28(4), pages 567-574, July.
    13. Isaac M. Lipkus, 2007. "Numeric, Verbal, and Visual Formats of Conveying Health Risks: Suggested Best Practices and Future Recommendations," Medical Decision Making, , vol. 27(5), pages 696-713, September.
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    Cited by:

    1. Nathaniel J. S. Ashby, 2017. "Numeracy predicts preference consistency: Deliberative search heuristics increase choice consistency for choices from description and experience," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(2), pages 128-139, March.
    2. James G. Dolan & Feng Qian & Peter J. Veazie, 2012. "How Well Do Commonly Used Data Presentation Formats Support Comparative Effectiveness Evaluations?," Medical Decision Making, , vol. 32(6), pages 840-850, November.
    3. James G. Dolan & Olena A. Cherkasky & Qinghua Li & Nancy Chin & Peter J. Veazie, 2016. "Should Health Numeracy Be Assessed Objectively or Subjectively?," Medical Decision Making, , vol. 36(7), pages 868-875, October.
    4. repec:cup:judgdm:v:12:y:2017:i:2:p:128-139 is not listed on IDEAS
    5. Carmen Keller & Christina Kreuzmair & Rebecca Leins-Hess & Michael Siegrist, 2014. "Numeric and graphic risk information processing of high and low numerates in the intuitive and deliberative decision modes: An eye-tracker study," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 9(5), pages 420-432, September.
    6. Lyndal J. Trevena & Carissa Bonner & Yasmina Okan & Ellen Peters & Wolfgang Gaissmaier & Paul K. J. Han & Elissa Ozanne & Danielle Timmermans & Brian J. Zikmund-Fisher, 2021. "Current Challenges When Using Numbers in Patient Decision Aids: Advanced Concepts," Medical Decision Making, , vol. 41(7), pages 834-847, October.
    7. Carmen Keller, 2011. "Using a Familiar Risk Comparison Within a Risk Ladder to Improve Risk Understanding by Low Numerates: A Study of Visual Attention," Risk Analysis, John Wiley & Sons, vol. 31(7), pages 1043-1054, July.
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