Numeric and Graphic Risk Information Processing of High and Low Numerates in the Intuitive and Deliberative Decision Modes: An Eye-tracker Study

• Published in: Judgment and Decision Making Vol. 9; no. 5; pp. 420 - 432
• Main Authors: Keller, Carmen, Kreuzmair, Christina, Leins-Hess, Rebecca, Siegrist, Michael
• Format: Journal Article
• Language: English
• Published: Tallahassee Society for Judgment and Decision Making 01.09.2014; Society for Judgment & Decision Making; Cambridge University Press
• Subjects: Analysis; Behavior; Communication; Decision making; Emotions; eye tracker; Information processing; intuitive and deliberative decision making; numeracy; Pictographs; risk communication; Studies; information processing; intuitive and deliberative decision making; numeracy; eye tracker; risk communication
• ISSN: 1930-2975; 1930-2975
• DOI: 10.1017/S1930297500006793

Abstract The influence of numeracy on information processing of two risk communication formats (percentage and pictograph) was examined using an eye tracker. A sample from the general population (N = 159) was used. In intuitive and deliberative decision conditions, the participants were presented with a hypothetical scenario presenting a test result. The participants indicated their feelings and their perceived risk, evoked by a 17% risk level. In the intuitive decision condition, a significant correlation (r = .30) between numeracy and the order of information processing was found: the higher the numeracy, the earlier the processing of the percentage, and the lower the numeracy, the earlier the processing of the pictograph. This intuitive, initial focus on a format prevailed over the first half of the intuitive decision-making process. In the deliberative decision condition, the correlation between numeracy and order of information processing was not significant. In both decision conditions, high and low numerates processed pictograph and percentage formats with similar depths and derived similar meanings from them in terms of feelings and perceived risk. In both conditions numeracy had no effects on the degree of attention on the percentage or the pictograph (number of fixations on formats and transitions between them). The results suggest that pictographs attract low numerates’ attention, and percentages attract high numerates’ attention in the first, intuitive, phase of numeric information processing. Pictographs thus ensure low numerates’ further elaboration on numeric risk information, which is an important precondition of risk understanding and decision making.