相关论文: Persuasion Strategies in Advertisements

Bayesian persuasion, a central model in information design, studies how a sender, who privately observes a state drawn from a prior distribution, strategically sends a signal to influence a receiver's action. A key assumption is that both…

Advertisements (ads) often include strongly emotional content to leave a lasting impression on the viewer. This work (i) compiles an affective ad dataset capable of evoking coherent emotions across users, as determined from the affective…

The aim of behaviour change is to help people to change aspects of their behaviour for the better (e.g., to decrease calorie intake, to drink in moderation, to take more exercise, to complete a course of antibiotics once started, etc.). In…

In the last decade new ways of shopping online have increased the possibility of buying products and services more easily and faster than ever. In this new context, personality is a key determinant in the decision making of the consumer…

In this paper, we examine the visual variability of objects across different ad categories, i.e. what causes an advertisement to be visually persuasive. We focus on modeling and generating faces which appear to come from different types of…

Persuasion is an important and yet complex aspect of human intelligence. When undertaken through dialogue, the deployment of good arguments, and therefore counterarguments, clearly has a significant effect on the ability to be successful in…

Advertising is a crucial component of marketing and an important way for companies to raise awareness of goods and services in the marketplace. Advertising campaigns are designed to convey a marketing image or message to an audience of…

Disinformation, irrespective of domain or language, aims to deceive or manipulate public opinion, typically through employing advanced persuasion techniques. Qualitative and quantitative research on the weaponisation of persuasion…

Persuasion, as one of the crucial abilities in human communication, has garnered extensive attention from researchers within the field of intelligent dialogue systems. We humans tend to persuade others to change their viewpoints, attitudes…

Warning: This research studies AI persuasion and bias amplification that could be misused; all experiments are for safety evaluation. Large Language Models (LLMs) now generate convincing, human-like text and are widely used in content…

Recent advances in vision-language models (VLMs) have enabled impressive multi-modal reasoning and understanding. Yet, whether these models truly grasp visual persuasion-how visual cues shape human attitudes and decisions-remains unclear.…

The notion of face refers to the public self-image of an individual that emerges both from the individual's own actions as well as from the interaction with others. Modeling face and understanding its state changes throughout a conversation…

Developing intelligent persuasive conversational agents to change people's opinions and actions for social good is the frontier in advancing the ethical development of automated dialogue systems. To do so, the first step is to understand…

Despite strong performance of Multimodal Large Language Models (MLLMs) on multimodal tasks, predicting whether and why an image is persuasive remains challenging. We first show that prompting MLLMs to reason before prediction does not…

Large Language Models (LLMs) have emerged as formidable instruments capable of comprehending and producing human-like text. This paper explores the potential of LLMs, to shape user perspectives and subsequently influence their decisions on…

The prevalence of state-sponsored propaganda on the Internet has become a cause for concern in the recent years. While much effort has been made to identify state-sponsored Internet propaganda, the problem remains far from being solved…

We study computational questions in a game-theoretic model that, in particular, aims to capture advertising/persuasion applications such as viral marketing. Specifically, we consider a multi-agent Bayesian persuasion model where an informed…

Persuasion studies how a principal can influence agents' decisions via strategic information revelation --- often described as a signaling scheme --- in order to yield the most desirable equilibrium outcome. Recently, there has been a large…

Propaganda campaigns aim at influencing people's mindset with the purpose of advancing a specific agenda. They exploit the anonymity of the Internet, the micro-profiling ability of social networks, and the ease of automatically creating and…

Large language models (LLMs) have demonstrated strong persuasive capabilities comparable to those of humans, offering promising benefits while raising societal concerns. However, systematically evaluating the persuasive capabilities of LLMs…