The persuasive power of data visualization

Anshul Vikram Pandey, Anjali Manivannan, Oded Nov, Margaret Satterthwaite, Enrico Bertini

    Research output: Contribution to journalArticle

    Abstract

    Data visualization has been used extensively to inform users. However, little research has been done to examine the effects of data visualization in influencing users or in making a message more persuasive. In this study, we present experimental research to fill this gap and present an evidence-based analysis of persuasive visualization. We built on persuasion research from psychology and user interfaces literature in order to explore the persuasive effects of visualization. In this experimental study we define the circumstances under which data visualization can make a message more persuasive, propose hypotheses, and perform quantitative and qualitative analyses on studies conducted to test these hypotheses. We compare visual treatments with data presented through barcharts and linecharts on the one hand, treatments with data presented through tables on the other, and then evaluate their persuasiveness. The findings represent a first step in exploring the effectiveness of persuasive visualization.

    Original languageEnglish (US)
    Article number6876023
    Pages (from-to)2211-2220
    Number of pages10
    JournalIEEE Transactions on Visualization and Computer Graphics
    Volume20
    Issue number12
    DOIs
    StatePublished - Dec 31 2014

    Keywords

    • Persuasive visualization
    • elaboration likelihood model
    • evaluation

    ASJC Scopus subject areas

    • Software
    • Signal Processing
    • Computer Vision and Pattern Recognition
    • Computer Graphics and Computer-Aided Design

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  • Cite this

    Pandey, A. V., Manivannan, A., Nov, O., Satterthwaite, M., & Bertini, E. (2014). The persuasive power of data visualization. IEEE Transactions on Visualization and Computer Graphics, 20(12), 2211-2220. [6876023]. https://doi.org/10.1109/TVCG.2014.2346419