1. How to Frame Data: Funding for a Rare Disease Adapted from AdPrin.com

2. Helping people who are suffering from a rare disease Which is more effective? ___ Would you donate to a fund when a sudden outbreak of a rare but horrible disease has threatened the lives of 20 people across the U.S., and all these people can be saved if treated properly? ___ Would you donate to a fund when a sudden outbreak of a rare but horrible disease has threatened the lives of half of the 40 residents of a village in Vermont, and all these people can be saved if treated properly? See the next slide for the answer and evidence Adapted from AdPrin.com 2

3. Evidence Fetherstonhaugh et al.’s 1997 study did the previous experiment and donations were expected to be higher in the second case because the proportion of people was higher. To aid understanding, use absolute numbers for small values and frequency rates for large values. ( Principle 6.4.1) See Persuasive Advertising p 148. The second way.

4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, are there other ways to frame the data in your organization’s advertising? Adapted from AdPrin.com