Models of medical decision making often assume that patients base their judgment and decision on all the information available to them and in general, are rational.
In this talk I will explore several experiments, as well as surveys with at-risk populations, showing that judgment is often based on subjective, rather than objective information, and can be swayed by framing.
Further, in a real-life context, behavior and WTP are often more influenced by experienced risk factors than by knowledge.
This is a glimpse into the psychology of how people deal with medical information in theory and about themselves.