Abstract
Visual persuasion uses images to shape cognition, emotion, and behavior, with its effects depending on both visual attributes and semantic context. Despite recent progress, it remains unclear whether Vision-Language Models (VLMs) understand visual persuasiveness. This motivates us to ask: can VLMs assess whether an image persuasively supports an intended message, which visual factors shape this judgment, and do they align with human judgments? Through empirical analyses on image-message pairs where human raters consistently agree on the persuasiveness judgment, we show that VLMs exhibit a recall-oriented bias: they over-predict images as persuasive while achieving high recall. We introduce Visual Persuasive Factors (VPFs), a taxonomy informed by cognitive psychology for quantifying visual cues that shape persuasive judgments. Our factor-level analysis reveals that VPFs distinguish human persuasiveness judgments, whereas VLMs only partially reproduce these patterns, often generating false positives by treating persuasion-relevant cues as sufficient evidence. Building on this insight, we evaluate VPF-guided interventions and find that properly framed VPF knowledge can improve performance, but merely specifying visual cues or adding step-by-step reasoning is insufficient. By analyzing model rationales at the level of functional reasoning steps, we further identify a central bottleneck in connecting object identification to semantic message alignment.
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Visual inputs are often assumed to improve language understanding in multimodal models. We examine this assumption by asking whether vision-language models (VLMs) can distinguish useful visual evidence from incidental image context in lexical judgments. We use human concreteness and imagery ratings because they span words with varying expected visual relevance, from abstract and low-imagery words to concrete and high-imagery words. We find that real-image contexts do not yield consistent gains and often hurt alignment with human ratings, most sharply when visual evidence is least relevant. Through probing and canonical correlation analysis, complemented by an attribution case study, we find that real-image contexts are associated with representational shifts and greater sensitivity to spurious visual cues, coinciding with weaker recoverability of the targeted lexical properties. We further show that instructing models to focus solely on textual content at inference time can reduce this degradation, with the clearest gains on these vulnerable subsets. Our findings suggest that current instruction-tuned VLMs need better calibration of when visual context should inform lexical judgments.
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