Suzanne L West, Linda B Squiers, Lauren McCormack, Brian G Southwell, Emily S Brouwer, Mahima Ashok, Linda Lux, Vanessa Boudewyns, Amie O'Donoghue, Helen W Sullivan
Communicating quantitative risks and benefits in promotional prescription drug labeling or print advertising
Pharmacoepidemiology and drug safety
many decisions based beliefs concerning likelihood uncertain events outcome election guilt defendant future value dollar beliefs usually expressed statements think chances unlikely forth occasionally beliefs concerning uncertain events expressed numerical form odds subjective probabilities determines beliefs people assess probability uncertain event value uncertain quantity article shows people rely limited number heuristic principles reduce complex tasks assessing probabilities predicting values simpler judgmental operations general heuristics quite useful sometimes lead severe systematic errors