Americans spend about a third of their time online, with many participating in online conversations on social and political issues. We hypothesize that social media arguments on such issues may be more engaging and persuasive than traditional media summaries, and that particular types of people may be more or less convinced by particular styles of argument, e.g. emotional arguments may resonate with some personalities while factual arguments resonate with others. We report a set of experiments testing at large scale how audience variables interact with argument style to affect the persuasiveness of an argument, an under-researched topic within natural language processing. We show that belief change is affected by personality factors, with conscientious, open and agreeable people being more convinced by emotional arguments.
Other work @cite_38 explores how user-interface factors (e.g., number and order of argument presentation, whether and how arguments are rated) affect how readers process arguments. Several factors increased the number of passages read, including explicitly presenting contrasting viewpoints simultaneously. This exercise caused people with strong beliefs (about the healthiness of milk) to moderate their views after 20-30 minutes of concentrated study. We do not concentrate on interface factors, instead exploring how persuasiveness relates to audience factors and argumentative style. Also our experiments are run online with hundreds of users, rather than as a controlled study in the lab.
@cite_38
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We propose a new task in the field of computational argumentation in which we investigate qualitative properties of Web arguments, namely their convincingness. We cast the problem as relation classification, where a pair of arguments having the same stance to the same prompt is judged. We annotate a large datasets of 16k pairs of arguments over 32 topics and investigate whether the relation “A is more convincing than B” exhibits properties of total ordering; these findings are used as global constraints for cleaning the crowdsourced data. We propose two tasks: (1) predicting which argument from an argument pair is more convincing and (2) ranking all arguments to the topic based on their convincingness. We experiment with feature-rich SVM and bidirectional LSTM and obtain 0.76-0.78 accuracy and 0.35-0.40 Spearman’s correlation in a cross-topic evaluation. We release the newly created corpus UKPConvArg1 and the experimental software under open licenses.