The Persuasive Power of Data Visualization
We assume graphical representations have a more powerful effect than non-graphical ones.
Elaboration Likelihood Model of persuasion
Two ways to be persuaded:
- By the argument
- By its presentation
...depending on how much you care
Elaboration: how much you scrutinize the arguments of the persuasive communication
Experiment
- 3 non-polarizing topics:
- "Lowering federal corporate income tax rate creates jobs"
- "Incarceration does not reduce crime rates"
- "Violent video games do not contribute towards youth violence"
- Shown same data in table vs. chart
- Measure change in attitude




Neutral
Negatively Polarized
Charts 3-15% more persuasive
Tables 36% more persuasive (maybe)
Unpersuaded
- Lack of trust towards the presented data, statistics and trends
- Oversimplification
- Refusal to change belifes
Persuaded
- Struck by evidence
- More persuaded towards previous position
Study Conclusions
- Persuasive power of visualization depends highly on initial attitudes
- Any exposure to data is persuasive, regardless of form
- Charts: more effective for neutral
- Tables: more effective for biased
How do we use visualization responsibly?
How do we know when we're being persuaded visually?
The Persuasive Power of Data Visualization
Visual Persuasion
By Gabe Joseph
Visual Persuasion
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