Conforming to an artificial majority: Persuasive effects of a group of artificial agents

C.J.H. Midden, J.R.C. Ham, J. Baten

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

4 Citations (Scopus)


In this paper we propose a new perspective on persuasive technology: Persuasive effects of a group of artificial agents. We argue that while effects of single social agents have been corroborated, understanding of persuasion by multiple agents in a group setting is very limited. In the current research, we argue that conformity effects could occur not only with human majorities, but also with artificial majorities consisting of smart agents or computers. Two studies were conducted to investigate the conformity effect of group pressure on participants’ comparative judgments of lengths of lines, based on the classic Asch paradigm. Group pressure by human majorities was compared with pressure by majorities of boxed PC’s and of artificial virtual agents. Results indicated that normative pressure is limited to human majorities, while informational pressure can also be exerted by artificial majorities. This research revealed that applying majorities of artificial agents opens up a new domain of persuasive technology.

Original languageEnglish
Title of host publicationPersuasive Technology : 10th International Conference, PERSUASIVE 2015, Chicago, IL, USA, June 3-5, 2015. Proceedings
EditorsT. MacTavish, S. Basapur
Place of PublicationCham
Number of pages12
ISBN (Electronic)9783319203058
Publication statusPublished - 2015
Event10th International Conference on Persuasive Technology (PERSUASIVE 2015) - Chicago, United States
Duration: 3 Jun 20155 Jun 2015
Conference number: 10

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
ISSN (Print)03029743
ISSN (Electronic)16113349


Conference10th International Conference on Persuasive Technology (PERSUASIVE 2015)
Abbreviated titlePERSUASIVE 2015
Country/TerritoryUnited States
Internet address


  • Artificial agent
  • Artificial majority
  • Conformity
  • Groups of artificial agents
  • Persuasive agents
  • Persuasive technology


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