Paper: Ecological Evaluation of Persuasive Messages Using Google AdWords

ACL ID P12-1104
Title Ecological Evaluation of Persuasive Messages Using Google AdWords
Venue Annual Meeting of the Association of Computational Linguistics
Session Main Conference
Year 2012
Authors

In recent years there has been a growing in- terest in crowdsourcing methodologies to be used in experimental research for NLP tasks. In particular, evaluation of systems and theo- ries about persuasion is difficult to accommo- date within existing frameworks. In this paper we present a new cheap and fast methodology that allows fast experiment building and eval- uation with fully-automated analysis at a low cost. The central idea is exploiting existing commercial tools for advertising on the web, such as Google AdWords, to measure message impact in an ecological setting. The paper in- cludes a description of the approach, tips for how to use AdWords for scientific research, and results of pilot experiments on the impact of affective text variations which confirm the effectiveness of the a...