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The Greater Ability of Graphical Versus Numerical Displays to Increase Risk Avoidance Involves a Common Mechanism

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  • James A. Schirillo
  • Eric R. Stone

Abstract

By displaying a risk reduction of 50% graphically rather than numerically, Stone, Yates, and Parker significantly increased professed risk‐avoidant behavior. The current experiments replicated this effect at various risk ratios. Specifically, participants were willing to spend more money to reduce a risk when the risk information was displayed by asterisks rather than by numbers for risk‐reduction ratios ranging from 3% to 97%. Transforming the amount participants were willing to spend to logarithms significantly improved a linear fit to the data, suggesting that participants convert this variable within the decision‐making process. Moreover, a log‐linear model affords an exceptional fit to both the graphical and numerical data, suggesting that a graphical presentation elicits the same decision‐making mechanism as does the numerical display. In addition, the data also suggest that each person removed from harm is weighted more by some additional factor in the graphical compared to the numerical presentations.

Suggested Citation

  • James A. Schirillo & Eric R. Stone, 2005. "The Greater Ability of Graphical Versus Numerical Displays to Increase Risk Avoidance Involves a Common Mechanism," Risk Analysis, John Wiley & Sons, vol. 25(3), pages 555-566, June.
    • Handle: RePEc:wly:riskan:v:25:y:2005:i:3:p:555-566
    DOI: 10.1111/j.1539-6924.2005.00624.x
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    References listed on IDEAS

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    1. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    2. Ralph L. Keeney & Detlof von Winterfeldt, 1986. "Improving Risk Communication," Risk Analysis, John Wiley & Sons, vol. 6(4), pages 417-424, December.
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    Citations

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    Cited by:

    1. Suk, Kwanho & Hwang, Sanyoung & Jeong, Yunjoo, 2022. "The 1-in-X effect in perceptions of risk likelihood differences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 170(C).
    2. Chris M. R. Smerecnik & Ilse Mesters & Loes T. E. Kessels & Robert A. C. Ruiter & Nanne K. De Vries & Hein De Vries, 2010. "Understanding the Positive Effects of Graphical Risk Information on Comprehension: Measuring Attention Directed to Written, Tabular, and Graphical Risk Information," Risk Analysis, John Wiley & Sons, vol. 30(9), pages 1387-1398, September.
    3. Paul K. J. Han & William M. P. Klein & Tom Lehman & Bill Killam & Holly Massett & Andrew N. Freedman, 2011. "Communication of Uncertainty Regarding Individualized Cancer Risk Estimates," Medical Decision Making, , vol. 31(2), pages 354-366, March.
    4. Vivianne H. M. Visschers & Ree M. Meertens & Wim W. F. Passchier & Nanne N. K. De Vries, 2009. "Probability Information in Risk Communication: A Review of the Research Literature," Risk Analysis, John Wiley & Sons, vol. 29(2), pages 267-287, February.
    5. Zhiyong Yang & Ritesh Saini & Traci Freling, 2015. "How Anxiety Leads to Suboptimal Decisions Under Risky Choice Situations," Risk Analysis, John Wiley & Sons, vol. 35(10), pages 1789-1800, October.
    6. Guofang Zhai & Takeshi Suzuki, 2008. "Effects of Risk Representation and Scope on Willingness to Pay for Reduced Risks: Evidence from Tokyo Bay, Japan," Risk Analysis, John Wiley & Sons, vol. 28(2), pages 513-522, April.
    7. Yasmina Okan & Eric R. Stone & Jonathan Parillo & Wändi Bruine de Bruin & Andrew M. Parker, 2020. "Probability Size Matters: The Effect of Foreground‐Only versus Foreground+Background Graphs on Risk Aversion Diminishes with Larger Probabilities," Risk Analysis, John Wiley & Sons, vol. 40(4), pages 771-788, April.
    8. Yasmina Okan & Eric R. Stone & Wändi Bruine de Bruin, 2018. "Designing Graphs that Promote Both Risk Understanding and Behavior Change," Risk Analysis, John Wiley & Sons, vol. 38(5), pages 929-946, May.
    9. Eric R. Stone & Wändi Bruine de Bruin & Abigail M. Wilkins & Emily M. Boker & Jacqueline MacDonald Gibson, 2017. "Designing Graphs to Communicate Risks: Understanding How the Choice of Graphical Format Influences Decision Making," Risk Analysis, John Wiley & Sons, vol. 37(4), pages 612-628, April.
    10. Carmen Keller & Michael Siegrist & Heinz Gutscher, 2006. "The Role of the Affect and Availability Heuristics in Risk Communication," Risk Analysis, John Wiley & Sons, vol. 26(3), pages 631-639, June.

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