We Will Make You Like Our Research: The Development of a Susceptibility-to-Persuasion Scale
24 Pages Posted: 8 Jun 2014
Date Written: April 28, 2014
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: Suggested Citation