The Impact of a Photo on Decisions

Marek Jenöffy-Lochau ()
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Marek Jenöffy-Lochau: Büro am Carlsplatz

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Abstract: Photos are everywhere. They are posted every day on a variety of social networks such as Instagram, Facebook, or Snapchat. Advertisement seeks every day to change behavior using photos. But do photos really change behavior? Photos are non-numerical information. How does a non-numerical information affect a decision? With experiments at Humboldt-University of Berlin, I show an impact of a photo on the behavior of the participants. This impact is difficult to depict in a traditional Bayesian framework. Galperti (2019) requested an economic theory of persuasion that goes beyond Bayesianism. I use this example to introduce the Seesaw Model of a decision. The Seesaw Model such an effect can be implemented into economic theory.

Keywords: Preference Formation.; Persuasion; Information; Uncertainty (search for similar items in EconPapers)
Date: 2023-06-21
Note: View the original document on HAL open archive server: https://hal.science/hal-04136560
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