The impacts of presentation visuals on persuasion

@article{Morrison1998TheIO,
  title={The impacts of presentation visuals on persuasion},
  author={Joline Morrison and Douglas R. Vogel},
  journal={Information & Management},
  year={1998},
  volume={33},
  pages={125-135}
}
Today's microcomputer applications enable users to create and display elaborate presentation visuals that include color, clip art, and special effects such as animation and dynamic transitions. Does this impact the persuasiveness of a presentation? To explore this question, we performed two experimental studies to investigate the effect of use versus non-use, as well as the persuasive impact of visuals with different characteristics. The study provides practical guidelines for creating and… CONTINUE READING
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