We Will Make You Like Our Research: The Development of a Susceptibility-to-Persuasion Scale

24 Pages Posted: 8 Jun 2014  

David Modic

University of Exeter; University of Cambridge

Ross J. Anderson

Cambridge University Computer Laboratory

Date Written: April 28, 2014

Abstract

Social-psychological and other persuasive mechanisms across diverse contexts are well researched, yet in general the research focusses on the effectiveness of a specific persuasive technique. In the present paper, our specific interest lies in the development of a generalized modular psychometric tool that measures individual susceptibility to persuasion. This is achieved using items from established and validated particulate scales. We describe the result of our analysis, a valid and reliable modular psychometric tool that measures general susceptibility to persuasive techniques.

Keywords: Social psychology, persuasion, scale development, susceptibility

JEL Classification: C7, M3, Y8

Suggested Citation

Modic, David and Anderson, Ross J., We Will Make You Like Our Research: The Development of a Susceptibility-to-Persuasion Scale (April 28, 2014). Available at SSRN: https://ssrn.com/abstract=2446971 or http://dx.doi.org/10.2139/ssrn.2446971

David Modic (Contact Author)

University of Exeter ( email )

Washington Singer Laboratories
Perry Road
Exeter, Devon EX4 4QG
United Kingdom

HOME PAGE: http://www.ex.ac.uk/psychology

University of Cambridge ( email )

Computer Laboratory, William Gates Building
15 JJ Thomson Avenue
Cambridge, Cambridgeshire CB3 0FD
United Kingdom
00441223767014 (Phone)

HOME PAGE: http://www.cl.cam.ac.uk

Ross J. Anderson

Cambridge University Computer Laboratory ( email )

JJ Thomson Avenue
Cambridge, CB3 0FD
United Kingdom

HOME PAGE: http://www.cl.cam.ac.uk/~rja14

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