The effect of color and involvement on persuasion through visual communication.
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2025-01-06
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en
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The main research topic of this study is persuasion through visual communication. The research question being studied is: What is the effect of color used and involvement to the subject on persuasion through visual communication? The answer to this question will provide more knowledge about how to use visual most effectively to persuade people. To find an answer to the research question, a 2x2 experimental design was used. For this experiment two sets of three icon arrays were created containing information about the relation between added sugar intake and the risks of dying from cardiovascular disease. In this experiment, participants were randomly assigned to the monochrome (black and white) or the color condition (red and green). After answering questions about their involvement to the subject, the participants were divided into either the low- or high-involvement group. The results of this study showed that while there was a significant effect of involvement, no significant effect of color was found and there was no significant interaction between color and involvement.
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Faculteit der Letteren