An official website of the United States government
Trust is fundamental to effective visual data communication between the visualization designer and the reader. Although personal experience and preference influence readers’ trust in visualizations, visualization designers can leverage design techniques to create visualizations that evoke a "calibrated trust," at which readers arrive after critically evaluating the information presented. To systematically understand what drives readers to engage in "calibrated trust," we must first equip ourselves with reliable and valid methods for measuring trust. Computer science and data visualization researchers have not yet reached a consensus on a trust definition or metric, which are essential to building a comprehensive trust model in human-data interaction. On the other hand, social scientists and behavioral economists have developed and perfected metrics that can measure generalized and interpersonal trust, which the visualization community can reference, modify, and adapt for our needs. In this paper, we gather existing methods for evaluating trust from other disciplines and discuss how we might use them to measure, define, and model trust in data visualization research. Specifically, we discuss quantitative surveys from social sciences, trust games from behavioral economics, measuring trust through measuring belief updating, and measuring trust through perceptual methods. We assess the potential issues with these methods and consider how we can systematically apply them to visualization research.
more »
« less
Vistrust: a Multidimensional Framework and Empirical Study of Trust in Data Visualizations
Trust is an essential aspect of data visualization, as it plays a crucial role in the interpretation and decision-making processes of users. While research in social sciences outlines the multi-dimensional factors that can play a role in trust formation, most data visualization trust researchers employ a single-item scale to measure trust. We address this gap by proposing a comprehensive, multidimensional conceptualization and operationalization of trust in visualization. We do this by applying general theories of trust from social sciences, as well as synthesizing and extending earlier work and factors identified by studies in the visualization field. We apply a two-dimensional approach to trust in visualization, to distinguish between cognitive and affective elements, as well as between visualization and data-specific trust antecedents. We use our framework to design and run a large crowd-sourced study to quantify the role of visual complexity in establishing trust in science visualizations. Our study provides empirical evidence for several aspects of our proposed theoretical framework, most notably the impact of cognition, affective responses, and individual differences when establishing trust in visualizations.
more »
« less
- Award ID(s):
- 2237585
- PAR ID:
- 10515194
- Publisher / Repository:
- IEEE
- Date Published:
- Journal Name:
- IEEE Transactions on Visualization and Computer Graphics
- Volume:
- 30
- Issue:
- 1
- ISSN:
- 1077-2626
- Page Range / eLocation ID:
- 348-358
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
More Like this
-
-
We conducted a longitudinal study during the 2022 U.S. midterm elections, investigating the real-world impacts of uncertainty visualizations. Using our forecast model of the governor elections in 33 states, we created a website and deployed four uncertainty visualizations for the election forecasts: single quantile dotplot (1-Dotplot), dual quantile dotplots (2-Dotplot), dual histogram intervals (2-Interval), and Plinko quantile dotplot (Plinko), an animated design with a physical and probabilistic analogy. Our online experiment ran from Oct. 18, 2022, to Nov. 23, 2022, involving 1,327 participants from 15 states. We use Bayesian multilevel modeling and post-stratification to produce demographically-representative estimates of people's emotions, trust in forecasts, and political participation intention. We find that election forecast visualizations can heighten emotions, increase trust, and slightly affect people's intentions to participate in elections. 2-Interval shows the strongest effects across all measures; 1-Dotplot increases trust the most after elections. Both visualizations create emotional and trust gaps between different partisan identities, especially when a Republican candidate is predicted to win. Our qualitative analysis uncovers the complex political and social contexts of election forecast visualizations, showcasing that visualizations may provoke polarization. This intriguing interplay between visualization types, partisanship, and trust exemplifies the fundamental challenge of disentangling visualization from its context, underscoring a need for deeper investigation into the real-world impacts of visualizations. Our preprint and supplements are available at https://doi.org/osf.io/ajq8f .more » « less
-
What impressions might readers form with visualizations that go beyond the data they encode? In this paper, we build on recent work that demonstrates the socio-indexical function of visualization, showing that visualizations communicate more than the data they explicitly encode. Bridging this with prior work examining public discourse about visualizations, we contribute an analytic framework for describing inferences about an artifact’s social provenance. Via a series of attribution-elicitation surveys, we offer descriptive evidence that these social inferences: (1) can be studied asynchronously, (2) are not unique to a particular sociocultural group or a function of limited data literacy, and (3) may influence assessments of trust. Further, we demonstrate (4) how design features act in concert with the topic and underlying messages of an artifact’s data to give rise to such ‘beyond-data’ readings. We conclude by discussing the design and research implications of inferences about social provenance, and why we believe broadening the scope of research on human factors in visualization to include sociocultural phenomena can yield actionable design recommendations to address urgent challenges in public data communication.more » « less
-
When designing communicative visualizations, we often focus on goals that seek to convey patterns, relations, or comparisons (cognitive learning objectives). We pay less attention to affective intents–those that seek to influence or leverage the audience's opinions, attitudes, or values in some way. Affective objectives may range in outcomes from making the viewer care about the subject, strengthening a stance on an opinion, or leading them to take further action. Because such goals are often considered a violation of perceived ‘neutrality’ or are ‘political,’ designers may resist or be unable to describe these intents, let alone formalize them as learning objectives. While there are notable exceptions–such as advocacy visualizations or persuasive cartography–we find that visualization designers rarely acknowledge or formalize affective objectives. Through interviews with visualization designers, we expand on prior work on using learning objectives as a framework for describing and assessing communicative intent. Specifically, we extend and revise the framework to include a set of affective learning objectives. This structured taxonomy can help designers identify and declare their goals and compare and assess designs in a more principled way. Additionally, the taxonomy can enable external critique and analysis of visualizations. We illustrate the use of the taxonomy with a critical analysis of an affective visualization.more » « less
-
The prevalence of inadequate SARS-COV-2 (COVID-19) responses may indicate a lack of trust in forecasts and risk communication. However, no work has empirically tested how multiple forecast visualization choices impact trust and task-based performance. The three studies presented in this paper (N=1299) examine how visualization choices impact trust in COVID-19 mortality forecasts and how they influence performance in a trend prediction task. These studies focus on line charts populated with real-time COVID-19 data that varied the number and color encoding of the forecasts and the presence of best/worst-case forecasts. The studies reveal that trust in COVID-19 forecast visualizations initially increases with the number of forecasts and then plateaus after 6–9 forecasts. However, participants were most trusting of visualizations that showed less visual information, including a 95% confidence interval, single forecast, and grayscale encoded forecasts. Participants maintained high trust in intervals labeled with 50% and 25% and did not proportionally scale their trust to the indicated interval size. Despite the high trust, the 95% CI condition was the most likely to evoke predictions that did not correspond with the actual COVID-19 trend. Qualitative analysis of participants' strategies confirmed that many participants trusted both the simplistic visualizations and those with numerous forecasts. This work provides practical guides for how COVID-19 forecast visualizations influence trust, including recommendations for identifying the range where forecasts balance trade-offs between trust and task-based performance.more » « less
- Free Publicly Accessible Full Text
-
Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1109/TVCG.2023.3326579
