{"pk":24726,"title":"Testing the persuasiveness of meme based arguments by analogy","subtitle":null,"abstract":"Psychologists have noted that analogical reasoning is pervasive in argumentation (Kuhn, 1992; Holyoak, 1997), but the forms these arguments can take varies substantially. Memes are one common format or argument-by-analogy. Memes are widely recognized images or templates that compares two situations to each other for the purpose of making some (often questionable) point. Even though memes-as-arguments are readily visible on social media, the persuasiveness of this category of argument-by-analogy---and specifically the features that predict their persuasiveness---have not been established. This study investigates whether and in what ways arguments by analogy, delivered in the form of a meme, are persuasive. We develop a large set of memes representing common meme structures, political leaning, and familiarity and examined how these factors predict a meme's perceived clarity, persuasiveness, and memorability, along with these memes effects on beliefs about issues such as climate change, immigration, and racism.","language":"eng","license":{"name":"","short_name":"","text":null,"url":""},"keywords":[{"word":"psychology"}],"section":"Abstracts","is_remote":true,"remote_url":"https://escholarship.org/uc/item/5862p4h4","frozenauthors":[{"first_name":"Zachary","middle_name":"","last_name":"Horne","name_suffix":"","institution":"University of Edinburgh","department":""},{"first_name":"Leonidas A. A.","middle_name":"","last_name":"Doumas","name_suffix":"","institution":"University of Edinburgh","department":""},{"first_name":"Katherine","middle_name":"","last_name":"Hallin","name_suffix":"","institution":"University of Edinburgh","department":""}],"date_submitted":null,"date_accepted":null,"date_published":"2024-01-01T18:00:00Z","render_galley":{"label":"PDF","type":"pdf","path":"https://journalpub.escholarship.org/cognitivesciencesociety/article/24726/galley/21597/download/"},"galleys":[{"label":"PDF","type":"pdf","path":"https://journalpub.escholarship.org/cognitivesciencesociety/article/24726/galley/14324/download/"},{"label":"PDF","type":"pdf","path":"https://journalpub.escholarship.org/cognitivesciencesociety/article/24726/galley/18182/download/"},{"label":"PDF","type":"pdf","path":"https://journalpub.escholarship.org/cognitivesciencesociety/article/24726/galley/21597/download/"}]}