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Original Research ARTICLE Provisionally accepted The full-text will be published soon. Notify me

Front. Artif. Intell. | doi: 10.3389/frai.2019.00024

Can I Influence You? Can I Influence You? Development of a Scale to Measure Perceived Persuasiveness and two Studies showing the Use of the Scale

 Rosemary J Thomas1, 2*,  Judith Masthoff1, 3* and Nir Oren1*
  • 1University of Aberdeen, United Kingdom
  • 2Queen's University Belfast, United Kingdom
  • 3Utrecht University, Netherlands

In this paper, we develop and validate a scale to measure the perceived persuasiveness of messages to be used in digital behaviour interventions. A literature review is conducted to inspire the initial scale items. The scale is developed using Exploratory and Confirmatory Factor Analysis on the data from a study with 249 ratings of healthy eating messages. The construct validity of the scale is established using ratings of 573 email security messages. Using the data from the two studies, we also show the usefulness of the scale, by analysing the perceived persuasiveness of different messages types on the developed scale factors in both the healthy eating and email security domains. The results of our studies also show that the persuasiveness of message types is domain dependent and that when studying the persuasiveness of message types the finer-grained argumentation schemes need to be considered and not just Cialdini's principles.

Keywords: Perceived persuasiveness, Scale development and validation, Behaviour Change, Message type, Argumentation schemes

Received: 21 May 2019; Accepted: 25 Oct 2019.

Copyright: © 2019 J Thomas, Masthoff and Oren. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

* Correspondence:
Dr. Rosemary J Thomas, University of Aberdeen, Aberdeen, United Kingdom, me.rosemary@aol.com
Prof. Judith Masthoff, University of Aberdeen, Aberdeen, United Kingdom, j.masthoff@abdn.ac.uk
Prof. Nir Oren, University of Aberdeen, Aberdeen, United Kingdom, n.oren@abdn.ac.uk