Using Data to Inform, Persuade, and Make Decisions February 1, 2011
Using illustrations to persuade
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Transcript of Using illustrations to persuade
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Using Illustrations to Persuade
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions ([email protected]) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.
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Adapted from AdPrin.com 2
Which Illustration is More Effective for Persuading People?
Explain your answer in writing. Then go to the next slide.
.
A B
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Adapted from AdPrin.com 3
Will you help?
Presumably A. To get persuade people for a social cause, show them pictures of
individuals. Not groupsSimilar people
The key is to get people to identify with those in the illustration..
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Evidence
Avoid evidence about large numbers of people and group shots.
Donations are higher (with social proof than with a simple appeal) only for similar people, and this effect is greater when showing an individual
( Kogut and Ritov 2007 )
For more evidence, see Persuasive Advertising p 69-71 and AdPrin.com
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Adapted from AdPrin.com
Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.