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:

1. By the argument
2. 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?