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A Study on the Effect of External Representation of Risk-communicating Information on Risk-avoidant Behavior

Author: ZhangQiuTang
Tutor: LiXiaoMing
School: Hunan Normal University
Course: Basic Psychology
Keywords: risk communication external representation risk avoidance time pressure
CLC: B842
Type: Master's thesis
Year: 2011
Downloads: 24
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Abstract


In the recent years, the studies on the effect of external representation of risk-communicating information on risk-avoidant behavior were focusing on the comparison of numerical and graphical representation. Stone et al. suggested "graphical effect", that is graphical representation can stimulate stronger risk avoidance of individuals than numerical representation. But the follow-up studies showed that the information highlighted foreground but not background via the graphical mode of presentation stimulates stronger risk avoidance than the numerical mode of presentation. Based on the previous researches, the present study aimed at exploring the effect of external representation on risk avoidance and the mechanisms underlying the effect of the different representations on risk avoidance.Experiment 1, using single-factor and between-subjects design, tested that the differences among three bar charts of different lengths (long-bar chart, standard-bar chart and short-bar chart) and the numerical display on risk avoidance. The results showed that the long-bar charts lead to significantly greater risk avoidance compared to the other three displays. People were also willing to pay more money for reducing a negative risk in the standard-bar chart than in the short-bar chart and the numerical display. However, the short-bar chart did not differ from the numerical display.Experiment 2, using three factors between-subjects design, examined that the effect of the external representation, time pressure, and risk severity on risk avoidance. Furthermore, the study tested that the mechanisms underlying the mode of representation on risk avoidance by structural equation model. The results revealed that the representation formats had significant effects on all dependent variables. Time pressure influenced the cognitive assessments and emotional experience significantly. The main effect was significant for risk severity on risk avoidance. There were no other significant main effects and interactions. The results also showed that external representations stimulated cognitive and affect, thereby impacted risk-avoidant behavior. Emotional pathways was relatively more important under time-pressure situations, cognitive pathways was relatively more important under no time-pressure situations.The results demonstrated that there is significant effect of external-representation formats on risk avoidance. However, the graphical displays did not always induce increased professed risk-avoidant behavior compared to the numerical display, and the graphical effect would disappear in the decompressed bar display. The physical characteristics of graphics can also impact risk perception and risk avoidance. Second, the external representation can impact risk-avoidant behavior by cognitive and emotional pathways. However, the pathway is different under various time pressure.

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