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The main contribution of the paper consists in the proposal of a <jats:italic>needs-driven<\/jats:italic> model that guides and evaluates, during the dialogue, the use (if any) of persuasive techniques available in the agent procedural memory. The portfolio of persuasive techniques tested in such a model ranges from the use of storytelling to framing techniques and rhetorical-based arguments. To the best of our knowledge, this represents the first attempt of building a persuasive agent able to integrate a mix of explicitly grounded cognitive assumptions about dialogue management, storytelling and persuasive techniques as well as ethical attitudes. 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