The language of risk: A quantitative study on the effects of presentation format in risk communication

Sammanfattning: Consumers are faced with everyday decisions requiring understanding and interpretation of risks and probabilities. One area where the importance of good risk communication is particularly salient is in modern healthcare where shared medical decision making is a central feature. This thesis aimed to examine how presentation format might influence important outcome variables related to understanding, consumer satisfaction and risk perception. We took an experimental approach and used a quantitative method to conduct a between-participant study. A scenario experiment was conducted by distributing an online questionnaire with 152 participants. Subjects were randomly assigned to one of three treatment conditions (percentage, frequency, and visual) and were subsequently presented with a medical scenario. Findings indicate no significant effect on consumer satisfaction (measured through service performance and word-of-mouth intention), but in line with previous research there were significant differences between groups in terms of understanding. Risk perception was also significantly influenced by the presentation format when comparing relative risk. Results reveal that all three presentation formats are suitable when communicating basic and absolute risk, but frequency format seems most appropriate when communicating risks that require more cognitive processing.