A Field Study of How Different Numerical Information Formats Influence Charity Support

Psychological research indicates that the perceived importance of numerical information is affected by the format of that information. Specifically, low base rates expressed as frequencies on very large scales (e.g., 6 million Britons) are more influential than the same information in other numerical formats (e.g., a 0.1 probability). Thus, although the above examples are mathematically the same, people's reactions to them vary. The current research attempted to extend these lab findings in an applied, field situation of soliciting support for charities. The pattern of results was similar to past lab research, although the differences between format types were smaller.