Abstract
There is increasing evidence that indicates how personalising persuasive strategies may increase the effectiveness of persuasive technologies
and behaviour change interventions. This has led to a wide range of studies
exploring susceptibility to persuasion which highlight the role of individual
differences. Measuring susceptibility to persuasion, while accounting for individual differences can be challenging, particularly where persuasive strategies may be considered similar due to their underlying components. In this paper,we present a study exploring susceptibility to Cialdini’s principles of persuasion with a focus on how we can distinguish susceptibility measures between the most recently identified Unity principle and Social proof. This study
was conducted using an online survey incorporating susceptibility measures to all seven Cialdini principles and a measure of the actual effectiveness of seven
corresponding persuasive strategies. Our results indicate that while we are able
to distinguish susceptibility measures between Unity and Social proof, together
with Commitment, Scarcity and Reciprocity, we were unable to obtain these
with susceptibility measures for Liking and Authority.
and behaviour change interventions. This has led to a wide range of studies
exploring susceptibility to persuasion which highlight the role of individual
differences. Measuring susceptibility to persuasion, while accounting for individual differences can be challenging, particularly where persuasive strategies may be considered similar due to their underlying components. In this paper,we present a study exploring susceptibility to Cialdini’s principles of persuasion with a focus on how we can distinguish susceptibility measures between the most recently identified Unity principle and Social proof. This study
was conducted using an online survey incorporating susceptibility measures to all seven Cialdini principles and a measure of the actual effectiveness of seven
corresponding persuasive strategies. Our results indicate that while we are able
to distinguish susceptibility measures between Unity and Social proof, together
with Commitment, Scarcity and Reciprocity, we were unable to obtain these
with susceptibility measures for Liking and Authority.
| Original language | English |
|---|---|
| Title of host publication | Persuasive Technology. Designing for Future Change - 15th International Conference on Persuasive Technology, PERSUASIVE 2020, Proceedings |
| Subtitle of host publication | Proceedings of the 15th International Conference on Persuasive Technologies |
| Editors | Sandra Gram-Hansen, Tanja Svarre, Cees Midden |
| Publisher | Springer |
| Pages | 16-29 |
| Number of pages | 14 |
| ISBN (Electronic) | 978-3-030-45712-9 |
| ISBN (Print) | 978-3-030-45711-2 |
| DOIs | |
| Publication status | Published - 2020 |
| Event | Persuasive 2020: 15th International Conference on Persuasive Technology - Aalborg University, Aalborg, Denmark Duration: 20 Apr 2020 → 23 Apr 2020 |
Publication series
| Name | Lecture Notes in Computer Science |
|---|---|
| Publisher | Springer |
| Volume | 12064 |
| ISSN (Print) | 0302-9743 |
Conference
| Conference | Persuasive 2020 |
|---|---|
| Country/Territory | Denmark |
| City | Aalborg |
| Period | 20/04/20 → 23/04/20 |
Keywords
- susceptibility
- persuasion
- influence
- personalisation
- Susceptibility
- Influence
- Personalisation
- Persuasion