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Using a Familiar Risk Comparison Within a Risk Ladder to Improve Risk Understanding by Low Numerates: A Study of Visual Attention

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  • Carmen Keller

Abstract

Previous experimental research provides evidence that a familiar risk comparison within a risk ladder is understood by low‐ and high‐numerate individuals. It especially helps low numerates to better evaluate risk. In the present study, an eye tracker was used to capture individuals’ visual attention to a familiar risk comparison, such as the risk associated with smoking. Two parameters of information processing—efficiency and level—were derived from visual attention. A random sample of participants from the general population (N= 68) interpreted a given risk level with the help of the risk ladder. Numeracy was negatively correlated with overall visual attention on the risk ladder (rs=−0.28, p= 0.01), indicating that the lower the numeracy, the more the time spent looking at the whole risk ladder. Numeracy was positively correlated with the efficiency of processing relevant frequency (rs= 0.34, p

Suggested Citation

  • 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.
    • Handle: RePEc:wly:riskan:v:31:y:2011:i:7:p:1043-1054
    DOI: 10.1111/j.1539-6924.2010.01577.x
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    References listed on IDEAS

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    1. Michael Siegrist & Carmen Keller & Henk A. L. Kiers, 2005. "A New Look at the Psychometric Paradigm of Perception of Hazards," Risk Analysis, John Wiley & Sons, vol. 25(1), pages 211-222, February.
    2. Carmen Keller & Michael Siegrist, 2009. "Effect of Risk Communication Formats on Risk Perception Depending on Numeracy," Medical Decision Making, , vol. 29(4), pages 483-490, July.
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    4. Isaac M. Lipkus & Greg Samsa & Barbara K. Rimer, 2001. "General Performance on a Numeracy Scale among Highly Educated Samples," Medical Decision Making, , vol. 21(1), pages 37-44, February.
    5. Nina Horstmann & Andrea Ahlgrimm & Andreas Glöckner, 2009. "How Distinct are Intuition and Deliberation? An Eye-Tracking Analysis of Instruction-Induced Decision Modes," Discussion Paper Series of the Max Planck Institute for Research on Collective Goods 2009_10, Max Planck Institute for Research on Collective Goods.
    6. Brian J. Zikmund-Fisher & Dylan M. Smith & Peter A. Ubel & Angela Fagerlin, 2007. "Validation of the Subjective Numeracy Scale: Effects of Low Numeracy on Comprehension of Risk Communications and Utility Elicitations," Medical Decision Making, , vol. 27(5), pages 663-671, September.
    7. Wouter Poortinga & Patrick Cox & Nick F. Pidgeon, 2008. "The Perceived Health Risks of Indoor Radon Gas and Overhead Powerlines: A Comparative Multilevel Approach," Risk Analysis, John Wiley & Sons, vol. 28(1), pages 235-248, February.
    8. 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.
    9. 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.
    10. Marilyn M. Schapira & Susan L. Davids & Timothy L. McAuliffe & Ann B. Nattinger, 2004. "Agreement Between Scales in the Measurement of Breast Cancer Risk Perceptions," Risk Analysis, John Wiley & Sons, vol. 24(3), pages 665-673, June.
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