whereas Progressive is used only rarely. Luca Cian and colleagues (Cian et
al., 2020) were curious to know the extent to which BeforeAfter is actually
more effective, appealing, and credible than Progressive, or, indeed, whether
Progressive might score more highly. They reported seven studies of various
aspects of that question. I'll focus on their Study 2, in which they used
three independent groups to compare all three conditions illustrated in
Figure 14.1. The BeforeAfterInfo condition, in the middle pan