Integrating Concrete Examples into Thematic Maps of Social Inequalities: Assessing Public Perceptions

Maps can illustrate the extent of geographical health inequalities and the social determinants that shape them – factors like public transport, air pollution, and housing. Public health advocates have called for greater public engagement with the role that these social determinants play. This paper explores how different cartographic approaches, specifically the integration of person-centred examples within thematic maps, influence attitudes in this context. Using a randomised survey experiment (N = 392), we find few differences when analysing between subjects. However, within- subjects analysis found that exemplification was more persuasive, but only among audiences less confident in their ability to interpret charts and statistical maps.