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

James M. Leonhardt and L. Robin Keller

Journal of Consumer Affairs, 2018, vol. 52, issue 3, 756-769

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.

Date: 2018
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