1. Using Illustrations to Persuade
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Which Illustration is More Effective
for Persuading People?
Explain your answer in writing. Then go to the next slide.
A B
.
Adapted from AdPrin.com 2

3. Will you help?
Presumably A. To get persuade people for a social
cause, show them pictures of
individuals. Not groups
Similar people
The key is to get people to identify with those in the
illustration.
.
Adapted from AdPrin.com 3

4. Evidence
Avoid evidence about large numbers of people
and group shots.
Donations are higher (with social proof than
with a simple appeal) only for similar
people, and this effect is greater when showing
an individual
( Kogut and Ritov 2007 )
For more evidence, see Persuasive Advertising p69-71 and
AdPrin.com

5. Based on this exercise, write a small application step for
yourself, and set a deadline, preferably within one week. If you
are working with someone else, share your application plan and
the results of your application.
Adapted from AdPrin.com