Abstract
Appearing scientific is persuasive, even when unmerited. 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. Further, study 2 shows a these effects are moderated by a person’s belief in science. Overall, the studies contribute to past research by demonstrating that even trivial elements can increase public persuasion even when they do not indicate scientific expertise or objective support.
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