Corpus ID: 17332316

Persuasion and the Role of Visual Presentation Support : The UM / 3 M Study

  title={Persuasion and the Role of Visual Presentation Support : The UM / 3 M Study},
  author={Douglas R. Vogel and Warren Dickson and Jon A. Lehman},
This paper summarizes the findings of a study designed to systematically explore how computer generated visual support affects the persuasiveness of a presentation. Perceptions of the presenter as well as audience attention, comprehension, yielding, and retention culminating in action were enhanced when presentation support was used compared to when it was not. Further, the persuasive impact of a presentation was shown to depend on characteristics of the support used. Characteristics examined… Expand
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