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Is 1/10 > 10/100? The effect of denominator salience on perceptions of base rates of health risk

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  • Raghubir, Priya

Abstract

This paper examines how people process base rate information (r = n/N) to estimate risk. We propose that the more salient the denominator of a base rate (N) is, the more the information draws attention to the people on which it is based. Information concerning smaller populations or sample groups (N = 1000 vs. 100,000), as well as geographically proximate populations, makes it easier for consumers to bring to mind the population involved. This increased salience of the denominator increases the attention paid to the numerator and translates into perceptions of greater risk.

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  • Raghubir, Priya, 2008. "Is 1/10 > 10/100? The effect of denominator salience on perceptions of base rates of health risk," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 327-334.
    • Handle: RePEc:eee:ijrema:v:25:y:2008:i:4:p:327-334
    DOI: 10.1016/j.ijresmar.2008.07.006
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    References listed on IDEAS

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    1. Fischhoff, Baruch & Gonzalez, Roxana M. & Small, Deborah A. & Lerner, Jennifer S., 2003. "Judged Terror Risk and Proximity to the World Trade Center," Journal of Risk and Uncertainty, Springer, vol. 26(2-3), pages 137-151, March-May.
    2. Raghubir, Priya & Srivastava, Joydeep, 2002. "Effect of Face Value on Product Valuation in Foreign Currencies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 335-347, December.
    3. Robert E. Krider & Priya Raghubir & Aradhna Krishna, 2001. "Pizzas: p or Square? Psychophysical Biases in Area Comparisons," Marketing Science, INFORMS, vol. 20(4), pages 405-425, March.
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    Cited by:

    1. Stremersch, Stefan, 2008. "Health and marketing: The emergence of a new field of research," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 229-233.

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