In a study conducted by Yamagishi (1997), participants were asked to assess the risk of contracting a certain disease. When presented with cancer statistics, participants believed cancer was more dangerous and threatening when it was described as killing 1,286/10,000 people, as opposed to when it was described as killing 24.14/100 people, although the former statistic is higher. The reason for this was the framing of the two statistics led to the perception that the first statistic, which has more shock value, was more threatening -- showing how the framing effect can even lead people's cognitive reasoning and deduction down an incorrect path.