Personalizing Persuasive Principles to Improve Credibility

The role of credibility in persuasive systems is undoubted. It is therefore important that the determinants of credibility are clearly understood. Studies have asserted that personalizing persuasive principles, for instance, based on users' personality, age, or gender is more effective in influencing behavior. However, there is little knowledge on how credibility determinants can be adapted to increase a system's credibility and system persuasiveness for specific users. This paper describes ongoing research that attempts to categorize credibility determinants based on their effectiveness for different users and contexts. The paper presents the research plan and findings from three initial studies