Personality profiles and persuasion: An exploratory study investigating the role of the Big-5, Type D personality and the Dark Triad on susceptibility to persuasion

Abstract

The present study investigated the relationship between personality profiles and susceptibility to persuasion. Participants (N = 316) were recruited for an online questionnaire and asked to complete self-reported measures of their personality - Big-5, Dark Triad and Type D. Individual differences in susceptibility to persuasion were also explored using Cialdini's model of persuasion. Latent profile analysis identified three distinct profiles which were labelled Socially Apt, Fearful and Malevolent. These profiles were correlated with scores on the persuasion subscales - authority, commitment, liking, scarcity, reciprocity, consensus - and a number of interesting associations were identified. The malevolent profile self-reported as more susceptible to a higher use of scarcity relative to the other principles of persuasion, and was least susceptible to reciprocity and authority. The socially apt profile appear to be more inclined to be persuaded to do something if it is consistent with their beliefs or a prior act whereas individuals in the Fearful profile were more likely to report obeying those in authority and going along with a crowd. Implications for persuasion are discussed along with research on personality types.