The impact of a photo on decisions

Photos are everywhere. They are posted daily on various social networks such as Instagram, Facebook, or Snapchat. Every day, advertising tries to use photos to change behavior. But do photos really change behavior? Photos are non-numerical information. How does non-numerical information affect a decision? I use experiments to show the influence of a photo on the behavior of the participants. These effects are difficult to represent in a traditional Bayesian framework. Galperti called for an economic theory of persuasion that goes beyond Bayesianism. I use this example to introduce the Seesaw model of a decision. With the Seesaw model, such an effect can be implemented in economic theory.