How pictogram arrangements impact consumer optimism and judgments

Abstract

ABSTRACT Frequency pictograms are one of the most common graphical representations of quantitative information used in communication. The paper shows that individuals react differently to objectively equivalent information when represented in a sorted pictogram versus an unsorted pictogram. We show that individuals form more optimistic judgments when presented with numerical information in a sorted pictogram than in an unsorted pictogram. Using the backdrop of attribute framing across six studies, we demonstrate the aforementioned phenomenon and find evidence of an optimism bias-based underlying mechanism. This paper demonstrates the impact of the perceptual features of pictograms that communicate frequency information in different contexts on consumers’ self-related judgments. Additionally, the paper contributes to the field of attribute framing by demonstrating its effects using a graphical representation of numerical information.