Meta-Analysis on Visual Persuasion– Does Adding Images to Texts Influence Persuasion?

Abstract

Compared to verbal texts, the effects of visual images on persuasion have not been sufficiently researched. The current meta-analysis investigates this under-tested topic by examining whether adding images to texts influences persuasive outcomes. The literature search found 20 effect sizes from 12 studies with a total of 2,452 participants. The overall effects show that additional visual images to verbal texts had no significant effect on persuasion, r=0.055, p=0.161. When moderating variables were included, however, several significant visual effects were emerged, such that photographs (r=0.077, p=0.038), positive images (r=0.185, p=0.000), and images about health issues (r=0.105, p=0.015) showed significant advantages of increasing persuasion. Limitations and future directions of the study are also discussed.