Comparing comprehension and perception for alternative speed‐of‐ageing and standard hazard ratio formats

A hazard ratio presents one benefit of exercise as reducing annual mortality risk by 19%. Alternatively, speed‐of‐ageing metaphors present this as adding 2.5 years to one's life expectancy—equating to 1 extra hour each day—or taking 2.5 years off one's “effective age.” Few studies compare these (increasingly popular) metaphors. Study 1 compared perception and comprehension between speed‐of‐ageing metaphors and hazard ratios. Study 2 compared the hazard ratio with 3 versions of effective age (change‐in‐age, personal, and age‐matched age). Results revealed a disadvantage to the change‐in‐age format (behaviour X makes someone Y years older), with unhealthy behaviours perceived as less risky and healthy behaviours as less beneficial, information judged less likely to affect behaviour and harder to understand. The personal format (behaviour makes your effective age X) shows no such disadvantage and is objectively better understood than are hazard ratios. These results support the use of personalised effective ages in health and risk communication.