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Multiagent Debate and Consumer Persuasion in AI-Generated Marketing Content

Activity: Supervision › Completed SURF Project

Description

This study examines whether LLM-enabled text refinement enhances the persuasiveness of marketing content. We compare three advertising conditions,Baseline Copy, Critique-and-Revision, and Multi-agent Debate,and investigate two underlying mechanisms: perceived argument completeness and emotional arousal. Regression and bootstrap mediation analyses show that both AI-assisted workflows significantly improve persuasive intention relative to the baseline. Critique-and-Revision operates through both cognitive and affective pathways, whereas Multi-agent Debate relies more strongly on argument completeness. These findings provide new insights into how collaborative LLM workflows enhance persuasive communication.
Period31 Aug 2026