The persuasive effect of graphics in computer-mediated communication

摘要

This study, an investigation of the persuasive effect of presentation graphics, provides a conceptual and empirical link between persuasive effect and computer-generated graphics as a form of computer-mediated communication. Testing of four hypotheses that examine differences in persuasive effect among three treatments (written text, static graphics, and dynamic graphics) provides the empirical link between graphics as a decision support tool and persuasive effect. Implications of these differences are discussed.