Evaluating VLMs on Multimodal Aristotelian Persuasion Tasks

Vision-Language Models (VLMs) are increasingly used in industry VLM applications such as retrieval systems, content generation platforms, and decision-support workflows, where model selection is commonly guided by benchmark rankings. These rankings are largely determined by retrieval, captioning, and reasoning downstream tasks; however, models with similar task performance often show substantially different behavior across datasets. This creates a Capability-Reliability Gap between benchmark performance and observed model stability. We present ARGUS-EVAL, a capability-reliability-oriented evaluation framework for VLMs that characterizes model behavior through Benchmark Capability P(M), Cross-Dataset Consistency CDC(M), Robustness Retention RR(M), and Efficiency E(M). We evaluate CLIP, BLIP, LXMERT, Gemma-3-4B, and Qwen-2.5VL-3B-Instruct across retrieval, captioning, and reasoning downstream tasks. The results reveal notable differences between capability-oriented and reliability-oriented rankings. Qwen-2.5VL-3BInstruct achieves the strongest overall capability (R@1 = 82.7%, BLEU-4 = 47.2%, CIDEr = 141.6, CDC = 0.91), whereas CLIP records the lowest latency (31 ms) and memory footprint (0.9 GB).

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.

Despite strong performance of Multimodal Large Language Models (MLLMs) on multimodal tasks, predicting whether and why an image is persuasive remains challenging. We first show that prompting MLLMs to reason before prediction does not consistently help, and can even reduce persuasiveness prediction performance, suggesting that naively generated rationales are unreliable signals for this task. Yet, no established methodology exists for training MLLMs to reason about visual persuasion or evaluating whether their rationales faithfully support their decisions. To address this gap, we show empirically and theoretically that diverse teacher-generated rationales, when used for supervised fine-tuning, improve visual persuasiveness prediction. We further introduce a three-dimensional faithfulness evaluation framework covering rationale-to-decision consistency, rationale-to-image groundedness, and rationale-to-decision sensitivity. Applying this framework shows that prediction performance alone does not guarantee faithful rationales, while rationale-to-decision sensitivity is most aligned with human rationale preferences. These findings motivate faithfulness-aware training objectives and scalable rationale supervision for visual persuasiveness evaluation. Our code and dataset will be made publicly available.