Using Illustrations to Persuade

Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

Adapted from AdPrin.com 2

Which Illustration is More Effective for Persuading People?

Explain your answer in writing. Then go to the next slide.

.

A B

Adapted from AdPrin.com 3

Will you help?

Presumably A. To get persuade people for a social cause, show them pictures of

individuals. Not groupsSimilar people

The key is to get people to identify with those in the illustration..

Evidence

Avoid evidence about large numbers of people and group shots.

Donations are higher (with social proof than with a simple appeal) only for similar people, and this effect is greater when showing an individual

( Kogut and Ritov 2007 )

For more evidence, see Persuasive Advertising p 69-71 and AdPrin.com

Adapted from AdPrin.com

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application.