Our research group’s study on personalized persuasion by virtual agents has been published in the international journal IEEE Access. This study demonstrated that presenting counter-arguments tailored to the features of an object that individuals perceive negatively can increase the perceived social obligation to accept the object (“ought-to”), without affecting its monetary value or the desire to use it (“want-to”). These findings contribute to our understanding of the psychological mechanisms underlying belief-based persuasion.

Terada, K., Noma, Y., & Hattori, M. (2025). Personalized persuasion by shaping beliefs about multidimensional features of objects. IEEE Access, 13, 1–16. https://doi.org/10.1109/ACCESS.2025.3575369