Persuasion-Induced Physiology as Predictor of Persuasion Effectiveness

Abstract

Physiological responses to persuasion can help to increase our understanding of persuasive processes, and thereby the effectiveness of persuasive interventions. However, a clear relationship between psychophysiology and persuasion is not yet established. This article investigates if peripheral physiology predicts persuasion effectiveness, and whether peripheral physiology yields information that is not represented in other predictors of persuasion. We studied physiological reactions in the cardiovascular, electrodermal, facial muscle and respiratory systems of 75 participants while they read gain- or loss-framed persuasive messages advocating increased oral health care behavior. Persuasion effectiveness was measured as pre to post intervention changes in self-reported attitudes and intentions, as well as through changes in behavioral compliance over three weeks. Overall, participants showed stronger attitudes and intentions directly after the intervention (short-term persuasion), but did not show changes in behavior or attitudes two weeks later (no long-term persuasion). On an individual level, physiological reactivity parameters yielded additional information – next to self-report measures – to predict persuasion effectiveness on attitude, intention and behavioral compliance. To conclude, our findings suggested a positive relationship between physiological reactivity to persuasive messages and subsequent attitudes, intentions and behavior, and quantified the extra personalization that psychophysiological measures might bring to persuasive messaging.