The Persuasive Potential of Red as a Danger Primer in Visual Data Representations.
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2023-06-09
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en
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This project is concerned with visual data representations due to their potential as tools for communicating large volumes of data in an accessible way. Based on past research into framing and involvement, this study aims to fill a research gap regarding how the combined use of red as colour framing, issue involvement, and a loss-framed message affect behaviour change intention. In particular, it is expected that the colour red and high involvement will increase the intention to change a subject’s behaviour, and that they will also interact with one another. The participants were mostly Dutch university students and their friends and relatives. They were exposed to graphs about online security and then asked questions measuring their involvement and behaviour change intention. The results showed no significant main effects or interactions.
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