People perceive numbers, percentages and values in different ways depending on what it is and how it is presented.
I'm looking for research on when to communicate with an actual percentage and when it is perceived better to say n out of x.
For example in commercials we hear,
9 out of 10 dentists recommend
We do not hear
90% of dentists recommend
I'm currently working on some marketing materials and a study has found
4 out of 5 in one instance and
12 out of 19 in the other. I believe
4 out of 5 works better than
Over 65% sounds better than
12 out of 19.
Does anyone have information about the way humans perceive percentages and how to determine the most favorable format?