Towards Automatic Principles of Persuasion Detection Using Machine Learning Approach

Lázaro Bustio-Martínez, Vitali Herrera-Semenets, Juan-Luis García-Mendoza, Jorge Ángel González-Ordiano, Luis Zúñiga-Morales, Rubén Sánchez Rivero, José Emilio Quiróz-Ibarra, Pedro Antonio Santander-Molina, Jan van den Berg, Davide Buscaldi

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review


Persuasion is a human activity of influence. In marketing, persuasion can help customers find solutions to their problems, make informed choices, or convince someone to buy a useful (or useless) product or service. In computer crimes, persuasion can trick users into revealing sensitive information, or even performing actions that benefit attackers. Phishing is one of the most common and dangerous forms of persuasion-based attacks, as it exploits human vulnerabilities rather than technical ones. Therefore, an intelligent system capable of detecting and classifying persuasion attempts might be useful in protecting users. In this work, an approach that uses Machine Learning to analyze messages based on principles of persuasion and different data representations is presented. The aim of this research is to detect which data representation and which classification algorithm obtain the best results in detecting each principle of persuasion as a prior step to detecting phishing attacks. The results obtained indicate that among the combinations tested, there is one combination of data representation and classification algorithm that performs best. The related classification models obtained can detect the principles of persuasion at a rate that varies between 0.78 and 0.86 of AUC-ROC.
Original languageEnglish
Title of host publicationProgress in Artificial Intelligence and Pattern Recognition - 8th International Congress on Artificial Intelligence and Pattern Recognition, IWAIPR 2023, Proceedings
EditorsYanio Hernández Heredia, Vladimir Milián Núñez, José Ruiz Shulcloper
Place of PublicationCham
Number of pages12
ISBN (Electronic)978-3-031-49552-6
ISBN (Print)978-3-031-49551-9
Publication statusPublished - 2024
EventIWAIPR 2023: International Workshop on Artificial Intelligence and Pattern Recognition - Varadero, Cuba
Duration: 27 Sept 202329 Sept 2023

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume14335 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349


WorkshopIWAIPR 2023: International Workshop on Artificial Intelligence and Pattern Recognition

Bibliographical note

Green Open Access added to TU Delft Institutional Repository 'You share, we take care!' - Taverne project
Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.


  • Principles of Persuasion
  • Machine Learning
  • Artificial Intelligence
  • Data representation
  • Phishing detection


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