# Can MLLMs Reason About Visual Persuasion? Evaluating the Efficacy and Faithfulness of Reasoning

arXiv: https://arxiv.org/abs/2605.08965 · HTML: https://mlsanity.com/paper/2605.08965/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Placed in Multimodal reasoning, one of 17 directions in LLM reasoning.
- Builds on 13 of its 46 references that are in the map.
- First posted on arXiv 9 May 2026.

## Placed in

- LLM reasoning / [Multimodal reasoning](https://mlsanity.com/lr/multimodal-reasoning/)
- Multimodal LLMs / vision-language models / [VLM benchmarks and visual reasoning](https://mlsanity.com/mllm/vlm-benchmarks-and-visual-reasoning/)

## Builds on (most cited first, 13 of 13)

- [LoRA: Low-Rank Adaptation of Large Language Models](https://mlsanity.com/paper/2106.09685/) (2021)
- [DeepSeekMath: Pushing the Limits of Mathematical Reasoning in Open Language Models](https://mlsanity.com/paper/2402.03300/) (2024)
- [Phi-3 Technical Report: A Highly Capable Language Model Locally on Your Phone](https://mlsanity.com/paper/2404.14219/) (2024)
- [Decoupled Weight Decay Regularization](https://mlsanity.com/paper/1711.05101/) (2017)
- [Qwen-Image Technical Report](https://mlsanity.com/paper/2508.02324/) (2025)
- [OpenAI GPT-5 System Card](https://mlsanity.com/paper/2601.03267/) (2025)
- [Multimodal Chain-of-Thought Reasoning in Language Models](https://mlsanity.com/paper/2302.00923/) (2023)
- [Measuring Faithfulness in Chain-of-Thought Reasoning](https://mlsanity.com/paper/2307.13702/) (2023)
- [One-for-All: Bridge the Gap Between Heterogeneous Architectures in Knowledge Distillation](https://mlsanity.com/paper/2310.19444/) (2023)
- [Towards Cross-Tokenizer Distillation: the Universal Logit Distillation Loss for LLMs](https://mlsanity.com/paper/2402.12030/) (2024)
- [Fara-7B: An Efficient Agentic Model for Computer Use](https://mlsanity.com/paper/2511.19663/) (2025)
- [ImageArg: A Multi-modal Tweet Dataset for Image Persuasiveness Mining](https://mlsanity.com/paper/2209.06416/) (2022)
- [Overview of ImageArg-2023: The First Shared Task in Multimodal Argument Mining](https://mlsanity.com/paper/2310.12172/) (2023)

## Abstract (arXiv)

Persuasive visuals play a central role in advertising, public communication, and online media, making it increasingly important to understand whether an image is persuasive and why. However, current Multimodal Large Language Models (MLLMs) have limited ability to reason about visual persuasion. Our analysis reveals that models often rely on a shortcut---selectively citing easily recognizable visual elements and treating their mere presence as evidence of persuasiveness---rather than reasoning over the diverse visual cues in an image to determine how and why they contribute to persuasiveness. To address this limitation, we propose (1) a fine-tuning approach that trains models on rationales reflecting diverse perspectives on visual persuasiveness, and (2) an evaluation framework that measures the faithfulness of models' rationales through three complementary metrics. Fine-tuning on multi-perspective rationales improves persuasiveness prediction and reasoning effectiveness. However, our evaluation framework reveals a discrepancy between prediction performance and rationale faithfulness, showing that higher prediction performance does not necessarily correspond to more faithful reasoning. These findings highlight the need to evaluate effectiveness and faithfulness separately and inform future directions for improving both the training and evaluation of visual persuasion reasoning.