The similarity-attraction paradigm in persuasive technology: effects of system and user personality on evaluations and persuasiveness of an interactive system

This paper presents a study that tests whether the similarity-attraction paradigm applies to persuasive technology. That is, the notion that similarity leads to more positive evaluations and persuasion of an interactive system was tested in an online study in which participants were provided with automated persuasive messages that had either a dominant or a submissive interaction style. The system with a dominant interaction style was expected to be more persuasive than the system with a submissive interaction style. Moreover, people with dominant personalities were expected to be persuaded more by a dominant system, while people with submissive personalities were expected to be persuaded more by a submissive one. Results showed that the dominant system was more persuasive than the submissive one, but also that the dominant system was perceived as less likeable than the submissive one. Expectations regarding the similarity-attraction paradigm were confirmed for people's evaluations of the system, but not for the system's persuasiveness. The current work could ultimately help creating technologies that adapt their persuasive messages to their users.