Cognitive Considerations in Designing Effective Labels for Presenting Risk Information
Open Access
- 1 January 1986
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing & Public Policy
- Vol. 5 (1), 1-28
- https://doi.org/10.1177/074391568600500101
Abstract
A brief review of how people process information when thinking about risk is provided and general propositions are developed. These propositions lead to a set of general guidelines for designing labels for presenting risk information. Specific labels for cleaning agents and drain openers are presented as examples of these guidelines.Keywords
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