Animated randomness, avatars, movement, and personalization in risk graphics

Area of Science:

• Health communication
• Risk perception
• Data visualization

Background:

• Effective risk communication is challenging due to the complexity of conveying statistical probability and individual applicability.
• Understanding population-based risk proportions for personal health decisions remains a significant hurdle.

Purpose of the Study:

• To evaluate the impact of four design factors—animated random dispersal, avatars, personalization, and moving avatars—on risk communication.
• To determine if these design elements improve the understanding of risk randomness and individual relevance.
• To assess the effect on risk perception, behavioral intentions, and recall of risk estimates.

Main Methods:

• A diverse sample of 3630 adults participated in an online experiment.
• Participants used a risk calculator for 10-year cardiovascular disease risk, viewing results via 10 different risk graphic combinations.
• Outcomes measured included risk perception, behavioral intentions, and recall, with moderators like subjective numeracy and personal experience with cardiovascular disease.

Main Results:

• Animated randomness enhanced the alignment of risk estimates with perceptions but lowered healthy lifestyle intentions.
• Avatars increased overall risk perceptions and particularly for individuals without personal experience with severe cardiovascular outcomes.
• Avatars improved the alignment between risk estimates and intentions to seek medical consultation; no main effects on recall were observed, though animated randomness impacted recall differently based on risk level.

Conclusions:

• Animated randomness aids comprehension of risk's random nature, but may reduce motivation for healthy lifestyle changes, suggesting a trade-off between informing and persuading.
• Avatars show potential in helping individuals visualize how general statistics apply to their specific health circumstances.
• The choice of displaying randomness in risk communication should align with the communication goal, whether it is to inform or persuade.