Computer generated presentation graphics are increasingly becoming a tool to aid management in communicating information and to cause an audience to accept a point of view or take action. Unfortunately, technological capability significantly exceeds current levels of user understanding and effective application. The research reported here experimentally examines the persuasive impact of characteristics of computer-generated presentation graphics. The underlying model of persuasion is drawn from the communications literature. The study compares use of color versus black and white, and text versus image enhancement. Treatments were presented in association with a videotaped presentation intended to persuade subjects to invest time and money in a set of time management seminars. Pre-measure, post-measure, and post-measure followup questionnaires tracked changes in subject commitment. Subject perceptions of the presenter were also recorded. Overall, presentations supported with overhead transparencies were 46% more persuasive than unaided presentations. Visual aids had a major positive impact on audience perceptions of a presenter. The overall persuasion process model was only partially confirmed.
Vogel, Doug; Lehman, John; and Dickson, Gary, "THE IMPACT OF GRAPHICAL DISPLAYS ON PERSUASION: AN EMPIRICAL STUDY" (1986). ICIS 1986 Proceedings. 5.