How to Induce the Beholder to Persuade Himself: Learning from Advertising Research for Information Visualization

Research on the interplay of cognition and effect in the interpretation of visuals has made significant theoretical advances. This literature review highlights three themes which have emerged in advertising research. First it looks at the determinants constituting and influencing ´likeability´- the best predictor of advertisement effectiveness. Second it presents evidence how emotional advertising frames and shapes perception and how it could influence persuasion. Finally it discusses the role of ´co-authoring´ in the interpretation of visuals and how it does affect persuasion over the emotional route.