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Differences in the perception of individual principles of persuasion according to Cialdini based on personality, gender, age and level of education
Klugerová, Sára ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This study examines Cialdini's six principles of persuasion, which are reciprocity, scarcity, authority, commitment, consensus, and liking, and people's perceptions of these principles based on personality, gender, age, and level of education. The specific goals of the research are to find out how respondents with different personality traits according to the Big Five personality model are related to the rating of individual principles, whether there is a significant difference in the rating between men and women, between younger adults, older adults and seniors, as well as between several levels of education, and what order of persuasiveness the individual principles take according to respondents' rating. In the theoretical part, the study also provides an insight into the possible way of using knowledge about connections with persuasive principles in practice, through artificial intelligence. Several findings emerged from the questionnaire. Respondents rated individual principles from most to least persuasive in the following order: commitment, reciprocity, liking, authority, consensus, and scarcity. This order was the same within all persons and individual groups. Research has found associations between personality factors and ratings of persuasive principles. It shows that less open...
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