💎 On promoting a product using the the right denominator (denominator neglect)

An especially common version of this phenomenon is what psychologists call denominator neglect. If you want people to be impressed by an amount, choose a large scale (“$365 a year”); if you want them not to be impressed, choose a small scale (“only a dollar a day”). The effects of strategically choosing the right scale (i.e., the right denominator) can be dramatic. In one study, respondents judged a disease that kills 1,200 out of every 10,000 afflicted individuals to be more dangerous than one that’s twice as lethal, killing 24 out of every 100.

Excerpt from: The Wisest One in the Room: How You Can Benefit from Social Psychology’s Most Powerful Insights by Thomas Gilovich and Lee Ross