Comfort or safety? Gathering and using the concerns of a participant for better persuasion

Persuasion is an important and yet complex aspect of human intelligence. When undertaken through dialogue, the deployment of good arguments, and therefore counterarguments, clearly has a significant effect on the ability to be successful in persuasion. A key dimension for determining whether an argument is good is the impact that it has on the concerns of the intended audience of the argument (e.g., the other participant(s) in the dialogue). In this paper, we investigate how we can acquire and represent concerns of a participant, and her preferences over them, and we show how this can be used for selecting good moves in a persuasion dialogue. We provide results from empirical studies showing that: (1) we can gather preferences over types of concern; (2) there is a common understanding of what is meant by concerns; (3) participants tend to make moves according to their preferences; and (4) the persuader can use these preferences to improve the persuasiveness of a dialogue.