The Persuasive Power of Data Visualization
IEEE Transactions on Visualization and Computer Graphics, Forthcoming
11 Pages Posted: 14 Feb 2020
Date Written: July 31, 2014
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.
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