title: Blinded with science: Trivial graphs and formulas increase ad persuasiveness and belief in product efficacy.
abstract: The appearance of being scientific can increase persuasiveness. Even trivial cues can create such an appearance of a scientific basis. In our studies, including simple elements, such as graphs (Studies 1-2) or a chemical formula (Study 3), increased belief in a medication's efficacy. This appears to be due to the association of such elements with science, rather than increased comprehensibility, use of visuals, or recall. Belief in science moderates the persuasive effect of graphs, such that people who have a greater belief in science are more affected by the presence of graphs (Study 2). Overall, the studies contribute to past research by demonstrating that even trivial elements can increase public persuasion despite their not truly indicating scientific expertise or objective support.
authors.affiliation: Cornell University, USA.
authors.forename: Aner
authors.initials: A
authors.lastname: Tal
authors.affiliation: Cornell University, USA foodandbrandlab@cornell.edu.
authors.forename: Brian
authors.initials: B
authors.lastname: Wansink
mesh_terms: D000293:Adolescent; D000328:Adult; D001290:Attitude; D003142:Communication; D032882:Comprehension; D006801:Humans; D008297:Male; D040541:Marketing; D008875:Middle Aged; D010565:Persuasive Communication; D011639:Public Opinion; D012586:Science; D014481:United States; D055815:Young Adult
keywords: media and science; medication; persuasion; public understanding of science; rhetoric of science and technology; science and pop culture; science communications; scientific ethos; scientific literacy