Persuasive Principles Research Articles

The effects of persuasion principles on perceived honesty during shoulder surfing attacks

Purpose This study aimed to investigate how honest participants perceived an attacker to be during shoulder surfing scenarios that varied in terms of which Principle of Persuasion in Social Engineering (PPSE) was used, whether perceived honesty changed as scenarios progressed, and whether any changes were greater in some scenarios than others. Design/methodology/approach Participants read one of six shoulder surfing scenarios. Five depicted an attacker using one of the PPSEs. The other depicted an attacker using as few PPSEs as possible, which served as a control condition. Participants then rated perceived attacker honesty. Findings The results revealed honesty ratings in each condition were equal during the beginning of the conversation, participants in each condition perceived the attacker to be honest during the beginning of the conversation, perceived attacker honesty declined when the attacker requested the target perform an action that would afford shoulder surfing, perceived attacker honesty declined more when the Distraction and Social Proof PPSEs were used, participants perceived the attacker to be dishonest when making such requests using the Distraction and Social Proof PPSEs and perceived attacker honesty did not change when the attacker used the target’s computer. Originality/value To the best of the authors’ knowledge, this experiment is the first to investigate how persuasion tactics affect perceptions of attackers during shoulder surfing attacks. These results have important implications for shoulder surfing prevention training programs and penetration tests.

Uncovering phishing attacks using principles of persuasion analysis

With the rising of Internet in early ’90s, many fraudulent activities have migrated from physical to digital: one of them is phishing. Phishing is a deceptive practice focused on exploiting the human factor, which is the most vulnerable aspect of any security process. In this scam, social engineering techniques are extensively utilized, specifically focusing on the principles of persuasion, to deceive individuals into disclosing sensitive information or engaging in malicious actions. This research explores the use of message subjectivity for detecting phishing attacks. It does so by assessing the impact of various data representations and classifiers on automatically identifying principles of persuasion. Furthermore, it investigates how these detected principles of persuasion can be leveraged for identifying phishing attacks. The experiments conducted revealed that there is no universal solution for data representation and classifier selection to effectively detect all principles of persuasion. Instead, a tailored combination of data representation and classifiers is required for detecting each principle. The Machine Learning models created automatically detect principles of persuasion with confidence levels ranging from 0.7306 to 0.8191 for AUC-ROC. Next, principles of persuasion detected are used for phishing detection. This study also emphasizes the need for user-friendly and comprehensible models. To validate the proposal presented, several families of classifiers were tested, but among all of them, tree-based models (and Random Forest in particular) stand out as preferred option. These models achieve similar level of effectiveness as alternative methods while offering improved clarity and user-friendliness, with an AUC-ROC of 0.859842.

Care Providers’ Perspectives on the Design of Assistive Persuasive Behaviors for Socially Assistive Robots

ObjectivesThe main objectives of this research are (1) to uniquely design assistive behaviors for socially assistive robots using the principles of persuasion from behavioral psychology, and (2) to investigate caregivers’ perspectives and opinions on the use of these behaviors to engage and motivate older adults in cognitive activities. DesignWe developed 10 unique robot persuasive assistive behavior strategies for the social robot Pepper using both verbal and nonverbal communication modes. Robot verbal behaviors were designed using Cialdini's principles of persuasion; nonverbal behaviors included expansive movements of the body. Care providers' perceptions of the quality, strength, and persuasiveness of these robot persuasive behaviors were assessed based on the Perceived Argument Strength Likert scale. Setting and ParticipantsEighteen formal and informal care providers caring for older adults including those living with mild cognitive impairments participated. MethodsAn online survey was designed consisting of short videos of the Pepper robot displaying each behavior. After viewing each video, care providers completed the Perceived Argument Strength Likert scale to evaluate 6 attributes for each behavior. They also provided comments. ResultsResults show robot assistive behaviors using praise with emotion, along with emotion with commitment were the most positively rated by care providers. Qualitative responses indicate robot body language and speech quality were influencing factors in how a person perceives assistance in human-robot interactions. Conclusions and ImplicationsOur findings provide new insights into incorporating persuasive strategies into the design of assistive social robot behaviors with the aim of engaging and motivating older adults in an activity. The majority of care providers rated the robot persuasive behaviors positively. In designing a persuasive socially assistive robot for older adults, it is beneficial to display a combination of persuasive strategies, such as praise and commitment with emotion, to address individual users’ needs and cognitive levels.

Getting users to click: a content analysis of phishers’ tactics and techniques in mobile instant messaging phishing

Purpose This study aims to investigate how phishers apply persuasion principles and construct deceptive URLs in mobile instant messaging (MIM) phishing. Design/methodology/approach In total, 67 examples of real-world MIM phishing attacks were collected from various online sources. Each example was coded using established guidelines from the literature to identify the persuasion principles, and the URL construction techniques employed. Findings The principles of social proof, liking and authority were the most widely used in MIM phishing, followed by scarcity and reciprocity. Most phishing examples use three persuasion principles, often a combination of authority, liking and social proof. In contrast to email phishing but similar to vishing, the social proof principle was the most commonly used in MIM phishing. Phishers implement the social proof principle in different ways, most commonly by claiming that other users have already acted (e.g. crafting messages that indicate the sender has already benefited from the scam). In contrast to email, retail and fintech companies are the most commonly targeted in MIM phishing. Furthermore, phishers created deceptive URLs using multiple URL obfuscation techniques, often using spoofed domains, to make the URL complex by adding random characters and using homoglyphs. Originality/value The insights from this study provide a theoretical foundation for future research on the psychological aspects of phishing in MIM apps. The study provides recommendations that software developers should consider when developing automated anti-phishing solutions for MIM apps and proposes a set of MIM phishing awareness training tips.

Amerikan Misyonerlerinin Yayınlarında İkna İlkelerinin Tezahürü: Yunan Alfabesiyle Yazılmış Türkçe Çocuk Dergisi Angeliaforos Çocuklar İçün Örneği

IIn the 19th century, many missionary organizations effectively infiltrated Ottoman society through their missionary activities. Among these organizations, the American Board of Commissioners for Foreign Missions (ABCFM), which has been active in Ottoman lands since 1820, stands out as an important missionary institution. Within the framework of its missionary activities, the ABCFM meticulously gathered information about the daily life of Ottoman society and sought to establish meaningful ties with them through educational, health and especially publishing initiatives. The ABCFM primarily focused on non-Muslim communities in Ottoman society, including the Karamanli Orthodox community, which was perceived as Greek due to their religious affiliation. The ABCFM aimed to succeed by converting all target groups, including the Karamanlides, to the Protestant faith. However, achieving this goal depended on their persuasiveness. Therefore, this study focuses on the compliance of ABCFM publications with the principles of persuasion. For this purpose, Angeliaforos Çocuklar İçün (The Messenger for Children), an illustrated children's magazine that ABCFM missionaries began publishing in Istanbul as the Greek-lettered Turkish equivalent of the Armenian-lettered Turkish Avedaper, was selected as a case study. The study analyzed the first volume of Angeliaforos Çocuklar İçün in 1872 in terms of the principles of persuasion. The findings show that the ABCFM largely adhered to the principles of persuasion in Angeliaforos Çocuklar İçün. The findings show that ABCFM adhered to persuasive principles to a great extent in Angeliaforos Çocuklar İçün. This result can be interpreted as an indication that ABCFM was very meticulous in their publications and that their success was not accidental.

PENILAIAN HEURISTIK TERHADAP TAHAP PERSUASIF SISTEM E-PEMBELAJARAN BERASASKAN MOOCs

The learning concept of Massive Open Online Courses (MOOCs) is capable of receiving a large number of users and it requires little basic knowledge related to the subject taken. This technology will create dynamism and personalization of a wider user learning experience. In order to ensure that the MOOCs e-learning system can benefit users, researchers need to understand and consider the dynamic exchange between user cognition and motivation. Persuasive technology can be applied and integrated to facilitate student adaptation while accelerating their attitude change without using coercion. This technology will create relationships between individuals through computer-mediated interactions or human-computer-human interactions, as well as interactions between individuals and computers. Since the success in the use of e-learning systems depends on the readiness and acceptance of students, the low level of use of e-learning systems previously caused the benefits of online learning to not be optimally received. Research on this topic is still at an early stage where students' opinions or perceptions have not been fully studied. Thus, this study focuses on the heuristic evaluation of the persuasiveness of the Open Learning (PT) system used in Malaysian higher education institutions. The heuristic evaluation of the Open Learning system involves two expert evaluators and this evaluation is done in the form of a face-to-face discussion. Both evaluators are content creators for the PT system who are also experts in the field of e-learning and have been involved from the initial phase of using the PT system in Malaysia. The evaluation done on this PT system focuses on four persuasive categories namely; 1) primary task support; 2) dialogue support; 3) credibility support; and 4) social support. These four persuasive categories are outlined in the Persuasive Design Development Model (PRP). The conclusion from this study is that both experts agree that the dialogue support category needs to be improved by focusing on improving the effective reminder features of the PT system. The reminder principle is one of the persuasive principles outlined in the Persuasive Design Development Model (PRP).

Analysis and Recommendation of Teslas Marketing Strategy

As the increase in the global urgency of climate change, countries are devoting their resources in supporting the transformation to renewable energy. As a result, Electric Vehicle market become the hottest topic currently. Despise being the biggest company in leading the EV market, Tesla Incorporation now is facing a decline of its dominance as more and more other affordable vehicles come out to the market. This paper critically analyzed Teslas current marketing strategy and consumer psychology in the aspect of emotion and cognition and attitudes and persuasion to uncover the way that customers think. The author found out that Teslas current zero dollar marketing strategy is limited and needs further promotion. Therefore, Tesla has to improve its current strategies to accommodate the frequent-changing EV market. The paper recommends new strategies for Tesla to attract potential customers and maintain existing consumers based on the theory of Maslow's Hierarchy of Needs, the Self-Determination Theory, Cialdini's principles of persuasion and the elaboration likelihood model.

The Influence of Time Pressure and Persuasion Principles on Phishing Detection

Phishing is a pervasive threat with annually growing costs. Research has explored how users may be susceptible due to individual differences, email content, and situational factors. However, the influences of persuasive strategies and time pressure on phishing susceptibility remain unclear. The present study explored how the use of Cialdini’s six persuasion principles and time pressure (high vs low vs control) affect users’ abilities to classify 60 emails (50% phishing). Results indicated that time pressure influenced the pace at which users completed the task but was otherwise uninfluential. Rather, participants were generally insensitive to emails in all three conditions, indicating a potential floor effect. Additionally, persuasion principles influenced classifications. Users struggled to classify emails using the authority and commitment/consistency principles the most, and emails using the social proof, liking, and reciprocity principles the least. Overall, our findings suggest that users struggle to identify persuasive phishing attacks, regardless of time pressure.

Age differences in adaption of persuasion strategies in advertising

This investigation has three aims: (1) to adapt and modify the STPS questionnaire - developed by Kaptein, Markopoulos, Ruyter and Aarts, (2009) as a basic instrument for measuring achieved social influence; (2) to establish susceptibility to Cialdini's persuasion strategies among different age groups; and (3) to determine the advertising effectiveness achieved through advertising messages- based on persuasion principles. The paper used the adapted and modified STPS questionnaire, measured respondents' individual susceptibility to persuasion strategies relative to their age. The results of the univariate analyses of variance show achieved social influence among different age groups in terms of the principles. For respondents aged 46-55, the principle of social proof and commitment and consistency, are relevant; scarcity is significant for 36-45-years old, while authority is dominant for the 56-65 age groups. Positive correlations were found between the persuasion strategies present in advertising: the presence of the reciprocity principle enhanced the influence of the liking and consistency principles to the greatest extent, while the presence of the scarcity principle enhanced the influence of the authority and reciprocity principles. The consumers’ susceptibility to advertising is greatest when consumers’ willingness to purchase is measured against the principle of reciprocity, authority and social proof. On the other hand, offering a stimulus in advertising is most successful when the principles of scarcity, authority, and commitment /consistency are present, and least successful when the principle of liking is present. In older age groups, different consumer sensitivity to persuasion in advertising can be achieved with different combinations of persuasion strategies. These research findings are useful for organizations that offer products and services through advertising.

A Review of Persuasive Technology and Design to Healthy Lifestyle

Maintaining a healthy lifestyle plays a vital role in personal health and social development. However, many individuals encounter challenges in adhering to healthy behaviours, often struggling to sustain a healthy way of life. A significant portion of the available products related to healthy lifestyles on the market are designed with the intent of persuasion. They utilise various strategies of persuasion to influence behaviours, ultimately aiming to bring about behaviour change. To provide designers and researchers with more effective design solutions in future product design, this study conducted a study on the application of persuasion technology and persuasion strategies in healthy life and the Fogg Behavioural Model (FBM) by using ATLASti and PRISMA software. The analytical approach of a systematic literature review (SLR) provides a systematic analysis and objective assessment of the persuasive principles and strategies used in the persuasive design of products. The study underscored the significance of persuasive technology and design healthy lifestyle interventions. In this regard, the study highlighted the benefits of persuasive design across four dimensions: orientation, friendliness, interaction, and ethics. These insights collectively show the effectiveness of persuasive design approaches within the framework of promoting healthier lifestyles.

THE EUROPEAN UNION FORUM FOR ECONOMIC LOBBYING

In Europe with the exception of Germany, European countries only began experimenting with lobbying tools after 2005, to the effect that currently some form of lobby registration is required in 12 European Union (EU) member states. The current system dubbed symbolically the Transparency Register (TR) that was launched in 2011 through an interinstitutional agreement (IIA) and is jointly managed by the European Commission (EC) and the European Parliament (EP). The TR is the successor of schemes that had previously been run separately by the two institutions, namely the quasi‐accreditation system of the EP, in place since 1996, and the EC's Register of Interest Representatives (ROIR), set up in 2008 as a voluntary database for groups. It is managed by a team of five staff members seconded from both the EC and the EP, who make up the Joint Transparency Register Secretariat (JTRS). Recent research states that between 10,000 and 90,000 lobbyists operate in Bruxelles . Many more lobbyists operate in states and localities throughout the country. The presence of this many lobbyists begs the following question: What kinds of organizations engage in lobbying? The short answer to this question is: all kinds. More specifically, political scientists have found that 12 basic types of organized interests engage in lobbying. What is the time dimension of decision-making? What is decision logic? What are the principles of persuasion? What does mixed lobbying mean?

The Art of Argumentation in Ancient China

The subject of the study is the ideological heritage of ancient Chinese thinkers, one way or another related to the theoretical understanding of the practice of public debate. The process of institutionalization of the dispute in Ancient China is considered in detail, it is substantiated that its prerequisite was the existence of a specific argumentative discourse in the form of the so-called "beliefs" - teachings, edifying speeches of advisers to their rulers. Arguments against the occurring identification of "beliefs" with real public disputes that were widespread during the Zhangguo period - the "Rivalry of a Hundred Schools" are considered. It is shown that a number of ideas developed during this period will subsequently acquire a normative status and become the hallmark of the Chinese dispute. During the consideration of various types of disputes, techniques specific to the Chinese type of argumentation were identified: the method of associations, references to precedents, the use of the last word; the role of examples as the basis of inductive reasoning is shown. Based on the consideration of the Confucian concept of "correction of names" and the Mohist doctrine of the correct use of language, it is shown that the socio-political context and practical considerations played a decisive role in the theoretical understanding of the art of argumentation. The productive methodological ideas of the ancient Chinese "Dispute Program" are revealed. The role of analogy and examples as topoi of the ancient Indian dispute is shown. The theory of reasoning and the theory of dispute of the late Mohists are analyzed, the conclusion is substantiated that the principles of justification and persuasion, as well as the rules for conducting a dispute contained in them, are applied logic, the normativity of which allows us to consider it as the first theory of argumentation.

The third-person effects and susceptibility to persuasion principles in advertisement

This investigation has several main objectives: 1) to determine whether the third-person effect (TRE) (Gunther & Thorson 1992;Youn, Faber, & Shah, 2000) can be achieved through advertising messages; 2) to identify which strategies for persuasive social influence from P. Cialdini (Cialdini, 2001-2021) help to enhance the third-person effect (TRE) among advertising consumers; 3) to find some causal relationships between susceptibility to persuasion on Kaptein’s scale (Kaptein et al., 2012) or STPS and TRE among consumers of advertising. The results of the analysis of variance (ANOVA) showed that consumers aged 46 to 65 believed that positive the third-person effect (TRE) statements exert their influence on other age groups. When measuring the negative influence of the third-person effect (TRE), it was found that young adults aged 18 to 25 were most likely to assume that this influence was successful among other consumers, i.e. they overestimated the effects on others but not on themselves. Through regression analyses, it is found that persuasive strategies such as scarcity and social proof achieve their influence among youths, and scarcity and authority principles - among females and among other consumers (but not on themselves) when several negative strategies are combined. The research findings can serve social psychologists, behavioural psychologists, and those who protect the interests of business organizations.

Persuasive Language in ELT-Related Ads on Social Media.

In line with the concept of mobile learning in English Language Teaching (ELT), the aim of this research is to explore how Iranian ELT practitioners take advantage of social media to propose supportive and impactful language learning programs by adhering to persuasive linguistic devices. The research design is nonexperimental and explorative. ELT-related commercial videos and pictures were identified on social media platforms, including Instagram, Facebook, TikTok, and YouTube. We delved into the syntactic and pragmatic features of the data on ELT-related ads to identify the persuasive techniques and strategies these ads resort to for attracting language learners to online classes and services. To analyze the data, the widely-used and acknowledged Cialdini's (The psychology of persuasion, Quill William Morrow, 1984) principles of persuasion are employed. The results manifested that 'reciprocity' and 'scarcity' were the most used persuasive strategies, while 'commitment and consistency' and 'consensus' were the least favorable persuasion principles in these ads. The analysis of the Iranian ELT-related ads indicated that the language used within this context is purposeful and strategic. A contextual investigation of the ELT-related ads on social media can meaningfully contribute to social practices underlying English language pedagogy and digital literacy.

Social engineering and the use of persuasion to commit cyber fraud

The use of social engineering in cyberattacks has increased in recognition. The gap in understanding is how the various aspects of psychology influence the outcome of social engineering attacks. In this paper Cialdini’s principles of persuasion are discussed in conjunction with neuroscience. Additional insights are introduced, including how biases function within the structure of a business e-mail compromise (BEC) e-mail and what part the persuasion principles play in the structure of the e-mail and the requests. Additional context is provided with examples to clarify the concepts of the various topics discussed. Previous research has focused on isolated disciplines of psychology and its use in phishing attacks. This singular focus has failed to address the various nuances which take place with a social engineering attack. Referencing Cialdini’s extensive work in persuasion as well as social hierarchies and the role of physiology in decision making allows for additional insights to be explored. This unique perspective will offer a more holistic understanding of the aspects that influence decisions a person makes when targeted by a social engineering attack.

“Alexa, What’s a Phishing Email?”: Training users to spot phishing emails using a voice assistant

This paper reports the findings from an empirical study investigating the effectiveness of using intelligent voice assistants, Amazon Alexa in our case, to deliver a phishing training to users. Because intelligent voice assistants can hardly utilize visual cues but provide for convenient interaction with users, we developed an interaction-based phishing training focused on the principles of persuasion with examples on how to look for them in phishing emails. To test the effectiveness of this training, we conducted a between-subject study where 120 participants were randomly assigned in three groups: no training, interaction-based training with Alexa, and a facts-and-advice training and assessed a vignette of 28 emails. The results show that the participants in the interaction-based group statistically outperformed the others when detecting phishing emails that employed the following persuasion principles (and/or combinations of): authority, authority/scarcity, commitment, commitment/liking, and scarcity/liking. The paper discusses the implication of this result for future phishing training and anti-phishing efforts.

The Effects of Tourism Web Development on Prospective Travelers by Considering Persuasive and Liking Principles

The essential foundation for Indonesia's tourism is the use of information technology effectively. One of the ways is building a tourism website with a well-maintained response and Persuasive message. The construction of a tourism website must be measured in quality based on what users feel about the website. This study aims to build a tourism website that can affect user perception and is preferred by users. In addition, the intention is to create a positive mental image of content about tourist destinations that are preached through the tourism website. In this study build a responsive tourism website using general methods or techniques such as fluid grid layouts and media queries-screen resolution. Data collection from participants as respondents through this questionnaire uses a rating scale. Then for analyses is used persuasive index and liking index assessment criteria. Persuasive and Liking methods or principles in constructing this tourism website are well implemented. This research produced a tourism website tested in a white box and a black box. The Black box testing such as alpha testing, is conducted by internal users, and external users conduct beta testing. This tourism website has been implemented. The test results show that the effect level is large and the user's favorite level is high level. The persuasive principle with the liking principle has a strong relationship or correla.

ZİHİNSEL SAĞLIK UYGULAMALARININ İKNA TEKNOLOJİLERİ BAĞLAMINDA BİR DEĞERLENDİRMESİ: VAKA İNCELEMESİ

Covid-19 pandemisi esnasında insanların internet tabanlı zihinsel sağlık uygulamalarına yönelmesi sonucu en popüler 10 meditasyon uygulamasının indirilme sayısı 2020’nin ilk çeyreğinde toplam 2 milyon artmıştır ve bu pazarın 2027 yılında 3,7 milyar dolara kadar büyüyeceği öngörülmektedir.
 Bu çalışmanın amacı, milyonlarca kullanıcının akıllı cihazlarına indirdiği zihinsel sağlık aplikasyonlarının bu başarısını anlamlandırmak adına kullanılan ikna stratejilerini ortaya çıkarmak ve karşılaştırmalı olarak analiz etmektir. Çalışmanın literatüründe bireylerin kriz zamanlarında yöneldiği zihinsel sağlık aplikasyonları, ikna ve kaptoloji bağlamında incelenmiştir. Çalışmanın araştırma bölümünde ise meditasyon aplikasyonlarında kullanılan ikna stratejilerini ortaya çıkarmak için vaka incelemesi yapılmış, amaçlı örneklem metoduyla seçilen 3 zihinsel sağlık aplikasyonu, Esgin’in; Cialdini’nin 6 ikna prensibini Fogg’un davranışsal modeline uygun sınıflandırdığı Davranış Kodlama Modeli Tablosu’na uyarlanarak incelenmiştir.
 Seçilen vakalar kaptoloji bağlamında incelendiğinde, 6 ikna prensibinden en az 5 tanesini kullandıkları gözlemlenmektedir. İkna kodlarını en başarılı şekilde kullanan aplikasyonun Meditopia olduğu sonucuna ulaşılmıştır.

Explainable persuasion for interactive design: The case of online gambling

Persuasive technology refers to digital means that influence attitude behaviour, and decisions. While the professional design of persuasive interfaces considers user interests and freedom of choice a primary requirement, principles and methods to achieve it are yet to be introduced. In the design of persuasive interfaces, fulfilling conditions of informed consent can help establish transparency and address such ethical issues. This paper defined explainable persuasion, its potential form, and benefits and explored whether explainable persuasion is a user requirement on demand. This paper further examined explainable persuasion design from the user’s perspective and reported on acceptance and rejection factors, as well as possible design tensions and solutions. In this study, we took online gambling as a case study. A total of 250 UK-based users of gambling platforms (age range 18–75, 127 female) completed our online survey based on principles of persuasion and explainability. Findings showed that players were aware of the use, persuasive intent, and potential harm of various persuasive design techniques used in online gambling platforms (e.g., the use of in-game rewards, reminders, and praise to encourage further gambling). Despite this awareness, they agreed that explainable persuasion can still help users stay in control of their online experience, increase their positive attitude towards the online system, and keep them reminded of the potential side effects of persuasive interfaces. Future research is required to enhance the design and implementation of explainable persuasion in persuasive interfaces.

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