The persuasive effect of graphics in computer-mediated communication
1991; Elsevier BV; Volume: 7; Issue: 4 Linguagem: Inglês
10.1016/0747-5632(91)90015-s
ISSN1873-7692
AutoresWesley C. King, M. Marie Dent, Edward W. Miles,
Tópico(s)Visual and Cognitive Learning Processes
ResumoThis 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.
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