The Persuasive Power of Data Visualization

IEEE Transactions on Visualization and Computer Graphics, Forthcoming

NYU School of Law, Public Law Research Paper No. 14-37

11 Pages Posted: 21 Sep 2014  

Anshul Vikram Pandey

New York University (NYU)

Anjali Manivannan

New York University (NYU)

Oded Nov

New York University (NYU) - NYU Polytechnic School of Engineering

Margaret L. Satterthwaite

New York University School of Law

Enrico Bertini

New York University (NYU) - NYU Polytechnic School of Engineering

Date Written: July 31, 2014

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.

Suggested Citation

Pandey, Anshul Vikram and Manivannan, Anjali and Nov, Oded and Satterthwaite, Margaret L. and Bertini, Enrico, The Persuasive Power of Data Visualization (July 31, 2014). IEEE Transactions on Visualization and Computer Graphics, Forthcoming; NYU School of Law, Public Law Research Paper No. 14-37. Available at SSRN: https://ssrn.com/abstract=2474695

Anshul Vikram Pandey

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

Anjali Manivannan

New York University (NYU) ( email )

Bobst Library, E-resource Acquisitions
20 Cooper Square 3rd Floor
New York, NY 10003-711
United States

Oded Nov

New York University (NYU) - NYU Polytechnic School of Engineering ( email )

Brooklyn, NY 11201
United States

Margaret L. Satterthwaite (Contact Author)

New York University School of Law ( email )

40 Washington Square South
New York, NY 10012-1099
United States

Enrico Bertini

New York University (NYU) - NYU Polytechnic School of Engineering ( email )

Brooklyn, NY 11201
United States

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