The impact of individual differences on influence strategies |
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| Affiliation: | 1. Medical Psychological Institute, Second Xiangya Hospital, Central South University, Changsha 410011, PR China;2. National Technology Institute of Psychiatry, Key Laboratory of Psychiatry and Mental Health of Hunan Province, Central South University, Changsha 410011, PR China;3. Center for Studies of Psychological Application, South China Normal University, Guangzhou 510631, PR China;4. Department of Medical Psychology, Public Health Institute of Harbin Medical University, Harbin 150000, PR China;1. Department of Applied Foreign Language Studies, Nanjing University, Nanjing, China;2. Discipline of Work and Organizational Studies, School of Business, The University of Sydney, Australia;3. Department of Psychology, Soochow University, Suzhou, China;4. Nanjing Technical College of Special Education, Nanjing, China;5. Department of Psychology, School of Social and Behavior Sciences, Nanjing University, Nanjing, China;1. Anxiety and Mood Disorders Unit, Rita Levi Montalcini Department of Neuroscience, University of Turin, Via Cherasco 11, 10126 Turin, Italy;2. Associazione di Psicologia Cognitiva and Scuola di Psicoterapia Cognitiva srl., Rome, Italy;3. Department of Mental Health, “San Luigi-Gonzaga” Hospital, University of Turin, Regione Gonzole 10, 10043 Orbassano, TO, Italy |
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| Abstract: | Persuasion and its applications aim at positively changing human behavior and they work the best when they are tailored to individuals. Recent studies show that individuals could give different responses to the same persuasion strategies which lead to personalization of persuasion strategies for better effectiveness. This study investigates what persuasion strategies are more effective for whom. More specifically, the relationship between the Big Five Personality traits (extraversion, neuroticism, agreeableness, conscientiousness and openness) and six persuasion strategies (authority, reciprocation, scarcity, liking, commitment and consensus) is explored. This study was conducted with 381 university students. A structured questionnaire comprising the Big Five Inventory Personality Trait scale and the Susceptibility to Persuasion Strategies scale was used to collect data. The Bayesian estimation was employed to reveal causal relationships. The results show that there are significant relations between personality traits and influence strategies. |
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