Information Density and Persuasiveness in Naturalistic Data

Attitudes play a fundamental role when making critical judgments and the extremity of people’s attitudes can be influenced by one’s emotions, beliefs, or past experiences and behaviors. Human attitudes and preferences are susceptible to social influence and attempts to influence or change another person’s attitudes are pervasive in all societies. Given the importance of attitudes and attitude change, the current project investigated linguistic aspects of conversations that lead to attitude change by analyzing a dataset mined from Reddit’s Change My View (Priniski & Horne, 2018). Analysis of the data was done using Natural Language Processing (NLP), specifically information density, to predict attitude change. Top posts from Reddit’s (N = 510,149) were imported and processed in Python and information density measures were computed. The results indicate that comments with higher information density are more likely to be awarded a delta and are perceived to be more persuasive.