{"id":3197,"date":"2017-03-08T11:57:11","date_gmt":"2017-03-08T16:57:11","guid":{"rendered":"https:\/\/www.bu.edu\/questrom-magazine\/?page_id=3197"},"modified":"2017-04-20T08:11:49","modified_gmt":"2017-04-20T12:11:49","slug":"danger-danger","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/danger-danger\/","title":{"rendered":"Danger! Danger!"},"content":{"rendered":"<p><strong>Ready to gamble on a big decision?<\/strong> Wait one minute and keep reading. Decades of consumer judgment and decision-making research suggest that accurately estimating risk isn\u2019t our strong suit. According to Daniella M. Kupor, an assistant professor of marketing, a misfiring perception of possible dangers is to blame.<\/p>\n<p>In a paper published in the <a href=\"https:\/\/academic.oup.com\/jcr\/article-abstract\/43\/5\/769\/2418165\/Risk-Mis-Perception-When-Greater-Risk-Reduces-Risk?redirectedFrom=fulltext\"><em>Journal of Consumer Research<\/em><\/a> in 2016, Kupor finds that when an already risky option has additional smaller risk thrown onto it, we perceive the option as less risky. \u201cA medical drug with a potential side effect of seizures is viewed as less threatening when it also has smaller potential side effects, such as congestion and fatigue,\u201d according to the article\u2019s abstract.<\/p>\n<p>\u201cPeople generally assume that smaller outcomes are more likely than larger ones,\u201d says Kupor. \u201cWhen a small outcome is added to a larger one, people feel that they\u2019re even less likely than ever to experience the larger outcome. This is because\u00a0a small probability feels even smaller in the context of a bigger probability.\u201d<\/p>\n<p>Kupor hopes this insight can help consumers make better choices: public service campaigns encouraging people to reduce smoking, for example, could be more effective if they \u201chighlight one big risk of smoking, rather than highlight both big and small risks.\u201d<\/p>\n<p><small><em>Read about other Questrom decision-making research\u2014and get tips for making the right call\u2014at <a href=\"https:\/\/www.bu.edu\/questrom-magazine\/fall-2016\">bu.edu\/everett\/fall-2016<\/a>.<\/em><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ready to gamble on a big decision? Wait one minute and keep reading. Decades of consumer judgment and decision-making research suggest that accurately estimating risk isn\u2019t our strong suit. According to Daniella M. Kupor, an assistant professor of marketing, a misfiring perception of possible dangers is to blame. In a paper published in the Journal [&hellip;]<\/p>\n","protected":false},"author":10779,"featured_media":0,"parent":3172,"menu_order":17,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Danger! Danger! - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/spring-2017\/danger-danger\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Danger! Danger! - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Ready to gamble on a big decision? Wait one minute and keep reading. 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