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Title: Personalised persuasive messages for behaviour change interventions : combining Cialdini's principles and argumentation schemes
Author: Josekutty Thomas, Rosemary
ISNI:       0000 0004 7967 6627
Awarding Body: University of Aberdeen
Current Institution: University of Aberdeen
Date of Award: 2019
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This thesis investigates (1) how a digital behaviour intervention can personalise persuasive messages, (2) how a system based on argumentation schemes can support the production of a corpus of persuasive messages that adhere to persuasion principles, and (3) how perceived persuasiveness can be measured. We conducted studies in two domains, healthy eating and email security, to investigate the generalisability of our findings and the impact of domain on our findings. Individuals are increasingly recognising the importance of healthy eating and its effects on well-being, but many struggle to adopt healthily eating behaviours, leading to negative outcomes such as diabetes and obesity. In the cyber-world, phishing emails are an increasing problem, and users struggle to adopt safe on-line behaviours. We investigated the impact of message and user characteristics and their interactions on the persuasiveness of messages. Our studies show that Cialdini's principles, argumentation schemes, message framing, personality, age, and gender all impact persuasiveness, and that there are many interaction effects. A core contribution of this thesis is to combine Cialdini's principles of persuasion with argumentation schemes. This enables more fine grained adaptation and the creation of a system, called ArguMessage, for generating a corpus of persuasive messages that adhere to argumentation schemes and Cialdini's principles. To more reliably measure the perceived persuasiveness of the messages, we also developed and validated a perceived persuasiveness scale. Our results can be used in personalised persuasive virtual e-coaches, for example aimed at promoting healthy eating or promoting safe online behaviours. ArguMessage can be used in any domain to generate persuasive messages.
Supervisor: Oren, Nir ; Masthoff, Judith Sponsor: Engineering and Physical Sciences Research Council (EPSRC)
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Persuasion (Psychology) ; Argumentation ; Communication ; Communication and technology ; Information technology