NDLI: “100% of anything looks good”: The appeal of one hundred percent

Content Provider	Springer Nature Link
Author	Li, Meng Chapman, Gretchen B.
Copyright Year	2009
Abstract	People overweight certainty, even when certainty is only an illusion. A vaccine that was described as 100% effective against 70% of disease targets was preferred to one described as 70% effective against 100% of disease targets (Studies 1 and 2). The appeal of 100% extends beyond the probability attribute. In Study 2, participants preferred both of the vaccines above to normatively equivalent vaccines that were less than 100% effective toward fewer than 100% of targets. In Study 3, participants preferred a 100% discount on a cup of coffee every 10 days to other more frequent, but lower amount, discounts. This preference evaporated, however, when savings were framed as points rather than as percentage discounts. We propose that people view 100% as a salient reference point and overweight it in those domains where it cannot be exceeded (e.g., probability, discount); the overweighting is weaker in domains where 100% can be exceeded (e.g., target range, points).
Starting Page	156
Ending Page	162
Page Count	7
File Format	PDF
ISSN	10699384
Journal	Psychonomic Bulletin & Review
Volume Number	16
Issue Number	1
e-ISSN	15315320
Language	English
Publisher	Springer-Verlag
Publisher Date	2009-01-01
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Cognitive Psychology
Content Type	Text
Resource Type	Article
Subject	Experimental and Cognitive Psychology Arts and Humanities Developmental and Educational Psychology

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

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