| Summary: | Compared to verbal texts, the effects of visual images on persuasion have not been sufficiently researched. The current meta-analysis investigates this under-tested topic by examining whether adding images to texts influences persuasive outcomes. The literature search found 20 effect sizes from 12 studies with a total of 2,452 participants. The overall effects show that additional visual images to verbal texts had no significant effect on persuasion, r=0.055, p=0.161. When moderating variables were included, however, several significant visual effects were emerged, such that photographs (r=0.077, p=0.038), positive images (r=0.185, p=0.000), and images about health issues (r=0.105, p=0.015) showed significant advantages of increasing persuasion. Limitations and future directions of the study are also discussed.
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