Revealing the elusive effects of vividness: a meta-analysis of empirical evidences assessing the effect of vividness on persuasion

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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