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.@en

With the rising of Internet in early ’90s, many fraudulent activities have migrated from physical to digital: one of them is phishing. Phishing is a deceptive practice focused on exploiting the human factor, which is the most vulnerable aspect of any security process. In this scam, social engineering techniques are extensively utilized, specifically focusing on the principles of persuasion, to deceive individuals into disclosing sensitive information or engaging in malicious actions. This research explores the use of message subjectivity for detecting phishing attacks. It does so by assessing the impact of various data representations and classifiers on automatically identifying principles of persuasion. Furthermore, it investigates how these detected principles of persuasion can be leveraged for identifying phishing attacks. The experiments conducted revealed that there is no universal solution for data representation and classifier selection to effectively detect all principles of persuasion. Instead, a tailored combination of data representation and classifiers is required for detecting each principle. The Machine Learning models created automatically detect principles of persuasion with confidence levels ranging from 0.7306 to 0.8191 for AUC-ROC. Next, principles of persuasion detected are used for phishing detection. This study also emphasizes the need for user-friendly and comprehensible models. To validate the proposal presented, several families of classifiers were tested, but among all of them, tree-based models (and Random Forest in particular) stand out as preferred option. These models achieve similar level of effectiveness as alternative methods while offering improved clarity and user-friendliness, with an AUC-ROC of 0.859842.@en