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Cardiovascular Reactions During Exposure to Persuasion Principles

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Persuasive Technology (PERSUASIVE 2018)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 10809))

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Abstract

To optimize effectiveness of persuasive technology, understanding also psychophysiological processes of persuasion is crucial. The current research explored cardiovascular reactions to persuasive messages using four persuasion principles proposed by Cialdini (authority, scarcity, consensus, and commitment) in a laboratory experiment. The study had a randomized within-subject design. Participants (N = 56) were presented with 4 × 14 persuasive messages while cardiovascular reactions were measured with electrocardiography. Findings showed significantly different cardiovascular arousal regarding inter-beat interval and standard deviations of normal-to-normal heart rate peaks during persuasive principles compared to baseline or startle reflex. Results show no relation between cardiovascular arousal and self-reported susceptibility to persuasion. However, during the presentation of authority-based persuasion messages, data of the first stimulus condition showed a negative correlation between self-reported susceptibility and inter-beat interval reactivity. This explorative study advances our knowledge of psychophysiological processes underlying persuasion and suggested that at least certain persuasive principles may relate to physiological changes.

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Notes

  1. 1.

    Other physiological recordings were done as well, and will be reported on elsewhere.

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Acknowledgment

This work was supported by INHERIT, and has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 667364.

Author information

Authors and Affiliations

  1. Philips Research, 5656 AE, Eindhoven, Netherlands

    Hanne Spelt & Joyce Westerink

  2. Eindhoven University of Technology, 5612 AZ, Eindhoven, Netherlands

    Hanne Spelt, Joyce Westerink, Jaap Ham & Wijnand IJsselsteijn

Authors
  1. Hanne Spelt
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  2. Joyce Westerink
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  3. Jaap Ham
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  4. Wijnand IJsselsteijn
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Corresponding author

Correspondence to Hanne Spelt .

Editor information

Editors and Affiliations

  1. Eindhoven University of Technology, Eindhoven, The Netherlands

    Jaap Ham

  2. Cyprus University of Technology, Limassol, Cyprus

    Evangelos Karapanos

  3. University of Waterloo, Waterloo, Ontario, Canada

    Plinio P. Morita

  4. University of Waterloo, Waterloo, Ontario, Canada

    Catherine M. Burns

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Spelt, H., Westerink, J., Ham, J., IJsselsteijn, W. (2018). Cardiovascular Reactions During Exposure to Persuasion Principles. In: Ham, J., Karapanos, E., Morita, P., Burns, C. (eds) Persuasive Technology. PERSUASIVE 2018. Lecture Notes in Computer Science(), vol 10809. Springer, Cham. https://doi.org/10.1007/978-3-319-78978-1_22

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  • DOI: https://doi.org/10.1007/978-3-319-78978-1_22

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-78977-4

  • Online ISBN: 978-3-319-78978-1

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