Is Leaving More Space Always Better? the Effect of Empty Space on Persuasion

Four studies demonstrate the effects of empty space on communication effectiveness. We show that the amount of empty space surrounding a statement decreases message persuasiveness and compliance with its implications. This effect is mediated by people’s inferences from empty space that the communicator leaves room for doubt when conveying message.



Citation:

Canice M. C. Kwan, Xianchi Dai, and Robert S. Wyer (2015) ,"Is Leaving More Space Always Better? the Effect of Empty Space on Persuasion", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 171-172.

Authors

Canice M. C. Kwan, Chinese University of Hong Kong, China
Xianchi Dai, Chinese University of Hong Kong, China
Robert S. Wyer, Chinese University of Hong Kong, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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