Exploring Susceptibility Measures to Persuasion

John Vargheese* (Corresponding Author), Matthew Collinson, Judith Masthoff

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingPublished conference contribution

4 Citations (Scopus)
38 Downloads (Pure)


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.
Original languageEnglish
Title of host publicationPersuasive Technology. Designing for Future Change - 15th International Conference on Persuasive Technology, PERSUASIVE 2020, Proceedings
Subtitle of host publicationProceedings of the 15th International Conference on Persuasive Technologies
EditorsSandra Gram-Hansen, Tanja Svarre, Cees Midden
Number of pages14
ISBN (Electronic)978-3-030-45712-9
ISBN (Print)978-3-030-45711-2
Publication statusPublished - 2020
EventPersuasive 2020: 15th International Conference on Persuasive Technology - Aalborg University, Aalborg, Denmark
Duration: 20 Apr 202023 Apr 2020

Publication series

NameLecture Notes in Computer Science
ISSN (Print)0302-9743


ConferencePersuasive 2020


  • susceptibility
  • persuasion
  • influence
  • personalisation
  • Susceptibility
  • Influence
  • Personalisation
  • Persuasion


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