Via Cory at BoingBoing,
Howard Rheingold gives us this: Jeremy
Bailenson and Shanto Iyengar at Stanford University have made a startling and potentially frightening discovery about
the power of graphical manipulation to persuade people.
In a
study conducted one week before the 2004 presidential election, a representative sample answered a series of survey
questions about John Kerry and George Bush, including their vote intention.
The study consisted of three groups of respondents: one had their own photograph morphed
into a picture of Bush, the second had their photograph morphed into a picture of Kerry, and the third was given
un-morphed photographs of the two candidates.
The results demonstrated that respondents were significantly more likely to vote for the
candidate with whom their face had been morphed (for both Bush and Kerry). This effect was stronger for people who did
not have strong party affiliations (i.e., independent voters) than for strong partisans.
In summary, one week before the presidential election, respondents' vote choice was
swayed by a simple morphed photograph. In politics, as in life, birds of a feather flock together.
Yeesh. If this is true, the implications are staggering. Can you imagine what this will do to advertising?
Looker, here we come…