Decoding Scam Calls: A Linguistic Analysis of Fraudulent Manipulation Tactics

Phone call scams have become increasingly prevalent, driven by limitations in communication protocols and legal hurdles in the modern digital landscape, while advancements in technology have made it easier for scammers to conceal their identities. This study investigates the language-based persuasive strategies scammers employ through phone calls to trap their targets in Pakistan. Robert Cialdini's persuasion principles provide a theoretical framework for the present study. The dataset consists of ten audio recordings of scam calls retrieved from YouTube channels. The findings reveal that scam callers adeptly exploit social cues like 'reciprocity' by feigning helpfulness, 'commitment and consistency' through manipulating scripts, 'social proof' with fabricated success stories, 'authority' by assuming authoritative roles, 'liking' via false empathy, and 'scarcity' by creating artificial time constraints. The results show how scammers utilize language to fulfil their malice, shedding light on the psychological processes that make people vulnerable to deceptive tactics. This research enhances psychological insights for responding to fraudulent offers in scam calls, highlights the importance of knowledge and digital proficiency in improving detection and prevention mechanisms, and empowers individuals to recognize phone scams more effectively, contributing to SDG 16: Peace, Justice, and Strong Institutions by reducing organized crime.