Abstract
Despites decades of research, past studies focusing on the effects of vividness on persuasion found mixed and contradictory results. In order to solve this conflicting issue, a meta-analysis was conducted on empirical studies assessing the impact of vivid (vs. pallid) communications on attitude and/or behavioral intention. Overall, 27 articles (k = 43; N = 7575) were included. Our results showed that vividness yielded significant small-to-medium effect on both attitude (d+ = .31) and behavioral intention (d+ = .39). Furthermore, meta-regression analyses indicated that memory recall, cognitive elaboration, and topic valence moderated these effects, whereas vividness/argument congruency was not significantly related to the variations of effects sizes. Finally, theoretical implications of theses finding will be discussed.
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