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Do Pictographs Affect Probability Comprehension and Risk Perception of Multiple‐Risk Communications?

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  • James M. Leonhardt
  • L. Robin Keller

Abstract

Pictographs can be used to visually present probabilistic information using a matrix of icons. Previous research on pictographs has focused on single rather than multiple‐risk options. The present research conducts a behavioral experiment to assess the effects of pictographs on probability comprehension and risk perception for single and multiple‐risk options. The creation of the experimental stimuli is informed by a review of the Centers for Disease Control and Prevention's vaccine information sheets. The results suggest that, in the context of childhood vaccines, the inclusion of pictographs alongside numeric (e.g. 1/5) probability information can result in higher probability comprehension and lower risk perception for multiple‐risk options; however, these effects are not observed for single‐risk options. These findings have implications for how health‐related risks are communicated to the public.

Suggested Citation

  • James M. Leonhardt & L. Robin Keller, 2018. "Do Pictographs Affect Probability Comprehension and Risk Perception of Multiple‐Risk Communications?," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 756-769, November.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:3:p:756-769
    DOI: 10.1111/joca.12185
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    Cited by:

    1. Heard, Claire Louise & Rakow, Tim, 2022. "Examining insensitivity to probability in evidence‐based communication of relative risks: the role of affect and communication format," LSE Research Online Documents on Economics 113810, London School of Economics and Political Science, LSE Library.

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