1. How to Frame Data:
Funding for a Rare Disease
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

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. The second way.
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.

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