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International Conference on Persuasive Technology

PERSUASIVE 2015: Persuasive Technology pp 147–159Cite as

Gender, Age, and Responsiveness to Cialdini’s Persuasion Strategies

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Part of the Lecture Notes in Computer Science book series (LNISA,volume 9072)

Abstract

Research has shown that there are differences in how males and females respond to persuasive attempts. This paper examines the persuasiveness of the six persuasive strategies - Reciprocity, Scarcity, Authority, Commitment and Consistency, Consensus andLiking developed by Cialdini with respect to age and gender. The results of the large-scale study (N = 1108) show that males and females differ significantly in their responsiveness to the strategies. Overall, females are more responsive to most of the strategies than males and some strategies are more suitable for persuading one gender than the other. The results of our study also reveal some differences between younger adults and adults with respect to the persuasiveness of the strategies. Finally, the results show that irrespective of gender and age, there are significant differences between the strategies regarding their perceived persuasiveness overall, shedding light on the comparative effectiveness of the strategies.

Keywords

  • Persuasive technology
  • Behavior change
  • Gender
  • Age
  • Persuasive strategies
  • Persuasiveness
  • Individual differences
  • Susceptibility

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  • DOI: 10.1007/978-3-319-20306-5_14
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Authors and Affiliations

  1. Computer Science Department, University of Saskatchewan, Saskatoon, SK. S7N 5C9, Canada

    Rita Orji, Regan L. Mandryk & Julita Vassileva

Authors
  1. Rita Orji
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  2. Regan L. Mandryk
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  3. Julita Vassileva
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Corresponding author

Correspondence to Rita Orji .

Editor information

Editors and Affiliations

  1. IIT Institute of Design, Chicago, USA

    Thomas MacTavish

  2. IIT Institute of Design, Chicago, USA

    Santosh Basapur

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Orji, R., Mandryk, R.L., Vassileva, J. (2015). Gender, Age, and Responsiveness to Cialdini’s Persuasion Strategies. In: MacTavish, T., Basapur, S. (eds) Persuasive Technology. PERSUASIVE 2015. Lecture Notes in Computer Science(), vol 9072. Springer, Cham. https://doi.org/10.1007/978-3-319-20306-5_14

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  • DOI: https://doi.org/10.1007/978-3-319-20306-5_14

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-20305-8

  • Online ISBN: 978-3-319-20306-5

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