Experimental investigation of the persuasive impact of computer generated presentation graphics
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. This research examines experimentally one aspect of this problem, the persuasive impact of characteristics of computer generated presentation graphics. The research was founded in theory based on the message learning approach to persuasion. Characteristics examined were color versus black and white, text versus image enhancement, and overhead transparencies versus 35 mm slides. 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. Data were collected using pre-measure, post measure, and post measure follow up questionnaires. Presentation support had a direct impact on perceptions of the presenter as well as components of persuasion, i.e., attention, comprehension, yielding, and retention. Further, a strong positive relationship existed between enhanced perceptions of the presenter and attention and yielding.
- Research Organization:
- Minnesota Univ., Minneapolis (USA)
- OSTI ID:
- 6747887
- Resource Relation:
- Other Information: Thesis (Ph. D.)
- Country of Publication:
- United States
- Language:
- English
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