MMPersuade: A Dataset and Evaluation Framework for Multimodal Persuasion

TL;DR

This paper introduces MMPersuade, a comprehensive dataset and evaluation framework for studying how large vision-language models are influenced by multimodal persuasive content across various contexts.

Contribution

It provides a novel dataset and evaluation tools to systematically analyze the persuasion dynamics and susceptibility of LVLMs to multimodal inputs.

Findings

Multimodal inputs significantly increase persuasion effectiveness and susceptibility.

Prior preferences reduce susceptibility but multimodal influence remains strong.

Effectiveness of persuasion strategies varies across contexts, with reciprocity, credibility, and logic being most effective.

Abstract

As Large Vision-Language Models (LVLMs) are increasingly deployed in domains such as shopping, health, and news, they are exposed to pervasive persuasive content. A critical question is how these models function as persuadees-how and why they can be influenced by persuasive multimodal inputs. Understanding both their susceptibility to persuasion and the effectiveness of different persuasive strategies is crucial, as overly persuadable models may adopt misleading beliefs, override user preferences, or generate unethical or unsafe outputs when exposed to manipulative messages. We introduce MMPersuade, a unified framework for systematically studying multimodal persuasion dynamics in LVLMs. MMPersuade contributes (i) a comprehensive multimodal dataset that pairs images and videos with established persuasion principles across commercial, subjective and behavioral, and adversarial contexts, and (ii) an evaluation framework that quantifies both persuasion effectiveness and model susceptibility via third-party agreement scoring and self-estimated token probabilities on conversation histories. Our study of six leading LVLMs as persuadees yields three key insights: (i) multimodal inputs substantially increase persuasion effectiveness-and model susceptibility-compared to text alone, especially in misinformation scenarios; (ii) stated prior preferences decrease susceptibility, yet multimodal information maintains its persuasive advantage; and (iii) different strategies vary in effectiveness across contexts, with reciprocity being most potent in commercial and subjective contexts, and credibility and logic prevailing in adversarial contexts. By jointly analyzing persuasion effectiveness and susceptibility, MMPersuade provides a principled foundation for developing models that are robust, preference-consistent, and ethically aligned when engaging with persuasive multimodal content.