Abstract
Social-psychological and other persuasive mechanisms across diverse contexts are well researched, yet in general the research focusses on the effectiveness of a specific persuasive technique. In the present paper, our specific interest lies in the development of a generalized modular psychometric tool that measures individual susceptibility to persuasion. This is achieved using items from established and validated particulate scales. We describe the result of our analysis, a valid and reliable modular psychometric tool that measures general susceptibility to persuasive techniques.
Highlights
Many specific psychological mechanisms of persuasion have been well researched in the past, notably by Cialdini [1]; and Knowles and Linn [2]
We have presented the development of Susceptibility to Persuasion–II (StP-II), an amalgamated scale measuring susceptibility to persuasion
This refines and extends the only existing scale of this scope, namely the first version of the Susceptibility to Persuasion (StP) scale developed by Modic and Lea [5]
Summary
Many specific psychological mechanisms of persuasion have been well researched in the past, notably by Cialdini [1]; and Knowles and Linn [2]. The predominant approach is to focus on one mechanism and explore its effect in a specific context. Several researchers have noted that this presents only a partial view of persuasive mechanisms (cf [2]). In the present paper we create, test and validate a unifying scale of Susceptibility to Persuasion (StP-II), which brings together social and consumer psychological mechanisms that have proven to be applicable across different contexts. The primary purpose of StP-II is to measure factors that play a role in compliance with fraudulent offers (i.e. scam compliance). In preceding research Fischer, Lea [3] compiled a report for the UK Office of Fair Trading (OFT) on factors that have an impact on scam
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