The Impact of Infographics and Numerical Framing on Health Risk Perceptions and Behaviors: A Study of Ticks and Lyme Disease

This study explores how infographic exposure and numerical framing affect perceptions of ticks and Lyme disease. Using an experimental approach, 1,001 participants viewed messages with or without infographics containing numerical data presented either as percentages or absolute values. Infographic exposure boosted susceptibility and behavioral intentions. Numerical framing influenced severity, with percentages perceived as less severe. An interaction between infographic exposure and numerical framing reduced susceptibility. Higher arithmetic aptitude lessened the effects of message variation on behavioral intentions and subjective knowledge. Objective knowledge moderated the impact on severity, behavioral intentions, and subjective knowledge, with stronger message-consistent effects among those with lower knowledge.