PVP: An Image Dataset for Personalized Visual Persuasion with Persuasion Strategies, Viewer Characteristics, and Persuasiveness Ratings

TL;DR

This paper introduces the PVP dataset, a large collection of persuasive images with associated viewer demographics and ratings, enabling personalized visual persuasion research and development of AI-based generation and evaluation tools.

Contribution

The paper presents the first comprehensive dataset linking persuasive images with viewer characteristics, and demonstrates its utility through baseline models for image generation and evaluation.

Findings

Incorporating psychological traits improves persuasion effectiveness.

The dataset enables development of personalized persuasive image systems.

Baseline models show promising results in image generation and assessment.

Abstract

Visual persuasion, which uses visual elements to influence cognition and behaviors, is crucial in fields such as advertising and political communication. With recent advancements in artificial intelligence, there is growing potential to develop persuasive systems that automatically generate persuasive images tailored to individuals. However, a significant bottleneck in this area is the lack of comprehensive datasets that connect the persuasiveness of images with the personal information about those who evaluated the images. To address this gap and facilitate technological advancements in personalized visual persuasion, we release the Personalized Visual Persuasion (PVP) dataset, comprising 28,454 persuasive images across 596 messages and 9 persuasion strategies. Importantly, the PVP dataset provides persuasiveness scores of images evaluated by 2,521 human annotators, along with their demographic and psychological characteristics (personality traits and values). We demonstrate the utility of our dataset by developing a persuasive image generator and an automated evaluator, and establish benchmark baselines. Our experiments reveal that incorporating psychological characteristics enhances the generation and evaluation of persuasive images, providing valuable insights for personalized visual persuasion.