Persuasive Technology KSE 652 Social Computing Systems: Design and Analysis Uichin Lee
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- Slide 1
- Persuasive Technology KSE 652 Social Computing Systems: Design
and Analysis Uichin Lee
- Slide 2
- A trend in interactive technology
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- Another way to look at this trend
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- Persuasive Tech: Domains and Apps DomainExample
applicationPersuades users to CommerceAmazon.coms recommendation s
ystem Buy more books and other products Education, learning, and
training CodeWarriorU.comEngage in activities that promote learning
how to write code SafetyDrunk driving simulatorAvoid driving under
the influence of alcohol Environmental
PreservationScorecard.orgTake action against organizations that
pollute Occupational effectivenessIn My Steps VR systemTreat cancer
patients with more empathy Preventive healthcareQuitnet.comQuit
smoking FitnessTectrix VR bikeExercise and enjoy it DiseaseBronki
the bronchiasaurus gameManage asthma more management effectively
Personal financeFinancialEngines.comCreate and adhere to a
retirement plan Community citizens involve ment/activism
CapitolAdvantage.comGet ordinary involved in public affairs
Personal relationshipsClassmates.comReconnect with former
classmates Personal management and self-improvement MyGoals.comSet
goals and take the needed steps to achieve them
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- Advantages over Human Persuaders Be more persistent than human
beings Offer greater anonymity Manage huge volumes of data
(store/access/process) Use many modalities (data, graphics,
audio/video, simulation) to influence Scale easily Go where humans
cannot go or may not be welcome (ubiquitous computing!)
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- Persuasive Technology Captology is the study of Computers As
Persuasive Technology (CAPT-ology) "Simply put, a persuasive
computer is an interactive technology that changes a person's
attitudes or behaviors or both. (B.J. Fogg) Persuasion is "an
attempt to shape, reinforce, or change behaviors, feelings, or
thoughts about an issue, object, or action Captologys focus:
Attitude or behavior change resulting from human-computer
interaction (HCI) (not really about CMC) Planned persuasive effects
of technology, not on side effects. Endogenous, or built-in,
persuasive intent, not on exogenous intent.
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- Levels of Persuasion (Macro vs. Micro) Macrosuasion approach
where computing products were created solely for the purpose of
persuasion QuitSmoking Baby think it over HygieneGuard MetroNerd
and Earth: Dig it, but dig it right Alcohol 101 Plus Dole 5 A Day -
Dole SuperKids
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- Levels of Persuasion (Macro vs. Micro) Microsuasion approach
where interactive computing products were created for purposes
other than persuasion (e.g., productivity, communication,
entertainment), but they have elements of persuasion built into the
user experience E-Bay feedback system Dialogue box in Quicken
Nagscreens in shareware Videogames Microsuasion is becoming more
common in all software products
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- Functional triads of interactive tech (role as living
entities)
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- Computers as Tools Reduction (Persuading through Simplifying)
Using computing technology to reduce complex behavior to simple
tasks increases the benefit/cost ratio of the behavior and
influences users to perform the behavior (e.g., Amazon.com one
click shopping) Tunneling (Guided Persuasion) Using computer
technology to guide users through a process or experience provides
opportunities to persuade along the way (e.g., s/w installation)
Tailoring (Persuasion through Customization) Info provided by
computing technology will be more persuasive if it is tailored to
individuals needs, interests, personality, usage context, or other
factors relevant to the individual (e.g., e-commerce)
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- Computers as Tools Suggestion (Intervening at the Right Time) -
A computing technology will have greater persuasive power if it
offers suggestions at opportune moments Self-Monitoring (Taking the
Tedium Out of Tracking) Applying computing technology for tracking
performance or status helps people to achieve predetermined goals
or outcomes (e.g., Heart rate monitor; HelathyJump rope)
Surveillance (Persuasion through Observation) Applying computing
technology to observe others behavior increases the likelihood of
achieving a desired outcome (e.g., auto watch) Conditioning
(Reinforcing Target Behaviors) - Computing technology can use
positive reinforcement to shape complex behavior or transform
existing behaviors into habits (e.g., operant conditioning: uses
rewards to shape behavior like training dogs to do tricks;
Telecycle; games)
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- Computers as Media: Simulation Computers can shape attitudes
and behavior by providing compelling simulated experiences (for
example, AOL gives trial membership on CD) People often react to
virtual experiences as if they were real- world experiences Types
of simulations: Cause and effect simulations (Cause and Effect)
Environment simulations (Virtual Rehearsal and Virtual Rewards)
Object simulations (Simulations in Real-World Contexts)
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- Computers as Media: Cause and Effect They enable users to gain
insight into likely consequences of their attitudes or behaviors
users can explore and experiment in safe environment, free of
real-world consequences Principle of Cause and Effect Simulation
can persuade people to change their attitudes or behaviors by
enabling them to observe immediately the link between cause and
effects HIV Roulette: A Cause-and-Effect Simulator; Results are
more in your face and harder to ignore Rocketts New School:
Learning Social Skills; Game inspires girls to build qualities like
confidence, empathy What guaranties that simulations are accurate?;
Bias is inevitable
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- Computers as Media: Environment Again, safe place to explore
new behaviors; virtual environments are controllable: user can stop
and continue experience at any time Principle of Virtual Rehearsal
Providing a motivating simulated environment in which to rehearse a
behavior can enable people to change their attitudes or behavior in
the real world Principle of Virtual Rewards Computer simulations
that reward target behaviors in the virtual world, such as giving
virtual rewards for exercising, can influence people to perform the
target behavior more frequently and effectively in the real world
Health and fitness industry - leaders in using environment
simulations to motivate and influence people
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- Computers as Media: Objects Real-world simulation; less
dependent on imagination; make clear impact on everyday life
Principle of Simulations in Real-World Contexts Portable simulation
technologies designed for use during everyday routines can
highlight the impact of certain behaviors and motivate behavior or
attitude change Examples: Baby Think it Over (e.g., an Infant
Simulator) Used as part of many school programs Helps teenage girls
understand how much attention a baby requires Drunk Driving
Simulator Specialized Dodge Neon automobile simulates drunk driving
Students first drive car in normal mode, and then in drunk
mode
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- Computers as Social Actors Simple examples of a computing
device functioning as a persuasive social actor: Tamagotchi and
Pikachu The Tamagotchi craze in the late 1990s was perhaps the
first dramatic demonstration of how interacting directly with a
computer could be a social experience. Nintendos Pocket Pikachu a
digital pet designed to persuade. Like other digital pets, Pikachu
required care and feeding, but with a twist: the device contained a
pedometer that could register and record the owners movements. For
the digital creature to thrive, its owner had to be physically
active on a consistent basis. The owner had to walk, run, or
jumpanything to activate the pedometer.
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- Computers as Social Actors: Primary Types of Social Cues
CueExamples PhysicalFace, eyes, body, movement
PsychologicalPreferences, humor, personality, feelings, empathy, Im
sorry LanguageInteractive language use, spoken language, language
recognition Social dynamicsTurn taking, cooperation, praise for
good work, answering questions, reciprocity Social rolesDoctor,
teammate, opponent, teacher, pet, guide
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- Computers as Social Actors (Persuasion through Physical Cues)
Principle of Attractiveness - A computing technology that is
visually attractive to target users is likely to be more persuasive
as well (Using Psychological Cues to Persuade) Principle of
Similarity - People are more readily persuaded by computing
technology products that are similar to themselves in some way
(e.g., in personality, preferences, affiliation, or in other
attributes) (Influencing through Language) Principle of Praise - By
offering praise (whether it is sincere or not), via words, images,
symbols, or sounds, computing technology can lead users to be more
open to persuasion (Social Dynamics) Principle of Reciprocity -
People will feel the need to reciprocate when computing technology
has done a favor for them (Persuading by Adopting Social Roles)
Principle of Authority - Computing technology that assumes roles of
authority will have enhanced powers of persuasion
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- Ethical Concerns Key issues that have implications for
assessing the ethics of persuasive technology. 1.Novelty of the
tech can mask its persuasive intent (e.g., Volvo game) 2.Persuasive
tech can exploit the positive reputation of computers (e.g.,
chiropractors ads saying computerized tech use for therapy)
3.Computers can be proactively persistent (in persuading)
4.Computer can control your interactive possibilities 5.Computers
can affect emotions, but cant be affected by them (computers cant
read..) 6.Computers cannot shoulder responsibility (for
errors)
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- Ethical nature of persuasive tech Why Was the Product
Created?
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- Mobile Persuasion
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- Increasing Persuasion through Mobility and Connectivity
Networking and mobile technologies create new potential to persuade
at the right time and place. Principle of Kairos: Mobile devices
are ideally suited to leverage the principle of kairosoffering
suggestions at opportune momentsto increase the potential to
persuade. Principle of Convenience: Interactive experiences that
are easy to access (ideally, just a click away on a mobile device)
have greater opportunity to persuade. Principle of Mobile
Simplicity: Mobile applications that are easy to use will have
greater potential to persuade. Principle of Information Quality:
Computing technology that delivers current, relevant, and
well-coordinated information has greater potential to create
attitude or behavior change.
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- Increasing Persuasion through Mobility and Connectivity
Principle of Mobile Loyalty Mobile applications that are perceived
to serve the needs and wishes of the owner first, rather than those
of an outside party, will have greater persuasive powers. Principle
of Mobile Marriage Mobile applications designed to persuade should
support an intensive, positive relationship (many interactions or
interactions over a long time period) between the user and the
product.
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- Social Influence Principle of Social Facilitation People are
more likely to perform a well-learned target behavior if they know
they are being observed via computing technology, or if they can
discern via technology that others are performing the behavior
along with them. Principle of Social Comparison People will have
greater motivation to perform a target behavior if they are given
information, via computing technology, about how their performance
compares with the performance of others, especially others who are
similar to themselves Principle of Normative Influence (conformity)
Computing technology can leverage normative influence (peer
pressure) to increase the likelihood that a person will adopt or
will avoid performing a target behavior. Principle of Social
Learning (social learning/cognitive theory) A person will be more
motivated to perform a target behavior if he or she can use
computing technology to observe others performing the behavior and
being rewarded for it.
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- Group-level Intrinsic Motivations Principle of Competition
Computing technology can motivate users to adopt a target attitude
or behavior by leveraging human beings natural drive to compete.
Principle of Cooperation Computing technology can motivate users to
adopt a target attitude or behavior by leveraging human beings
natural drive to cooperate. Principle of Recognition By offering
public recognition (individual or group), computing technology can
increase the likelihood that a person or group will adopt a target
attitude or behavior.
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- Case Studies UbiFit Garden, Playful Bottle BeWell,
HappinessCounter
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- UbiFit Garden Encouraging physical activity: on-body sensing,
activity inference, personal/mobile display Fitness device:
automatically infers and communicates information about several
types of physical activities to the glanceable display and
interactive application. Interactive app: includes detailed
information about the individuals physical activities and a journal
where activities can be added, edited, and deleted. Glanceable
display: uses a non-literal, aesthetic representation of physical
activities and goal attainment to motivate behavior Small
butterflies indicate recent goal attainments; the absence of
flowers means no activity this week at the beginning of the week a
garden with workout variety Activity Sensing in the Wild: A Field
Trial of UbiFit Garden, CHI 2008
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- UbiFit Garden Inferring activities from sensor readingsfrom raw
sensor readings, features are extracted and used to produce
likelihood estimates (margins) which are sent to the phone for
activity smoothing and use by the application. Mobile Sensing
Platform (MSP) For capturing walking, running, bicycling,
elliptical trainer, stair machine Activity Sensing in the Wild: A
Field Trial of UbiFit Garden, CHI 2008
- Slide 30
- Playful Bottle Using a mobile phone attached to an everyday
drinking mug to motivate office workers to drink healthy quantities
of water a vision/motion-based water intake tracker for detecting
when users drink from the Bottle hydration games played on the
phone display using drinking actions of the user as game input
Drinking action detection using motion sensor => this activates
vision-based water-level measurement Mobile phone clipped to the
bottle through the LEGO attachment Playful Bottle: a Mobile Social
Persuasion System to Motivate Healthy Water Intake, Meng-Chieh
Chiu, Shih-Ping Chang, Yu- Chen Chang, Hao-Hua Chu, Cheryl Chia-Hui
Chen, Fei-Hsiu Hsiao, Ju-Chun Ko, Ubicomp 2009
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- Single-user Tree-Game (the refill button is in the upper right
corner) Screenshot of the multi- user Forest-Game withering trees
social reminder sender Playful Bottle: a Mobile Social Persuasion
System to Motivate Healthy Water Intake, Meng-Chieh Chiu, Shih-Ping
Chang, Yu- Chen Chang, Hao-Hua Chu, Cheryl Chia-Hui Chen, Fei-Hsiu
Hsiao, Ju-Chun Ko, Ubicomp 2009
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- BeWell Using smartphones (1) to track activities that impact
physical, social, and mental wellbeing: i.e., sleep, physical
activity, and social interactions and (2) to provide intelligent
feedback to promote better health A Smartphone Application to
Monitor, Model and Promote Wellbeing, Pervasive Health 2011
self-management of wellbeing
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- BeWell The BeWell web portal provides access to an automated
diary of activities and wellbeing scores. Multiple wellbeing
dimensions are displayed on the smartphone wallpaper (turtle:
sleep, clown fish: physical activityswimming speed, school of fish:
social interaction)
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- BeWell+ (w/ Community-guided User Feedback) A high diversity of
wellbeing behavioral patterns exists among our study population (a
score of 100 refers to a healthy behavioral pattern)
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- Attempts to identify people with related lifestyles and
behavior constraints Feedback to adapt to the differences between
user communities. Without adaptation improvements in behavioral
patterns are not considered within the correct context. Adaptive
Wellbeing Feedback: adapting generic wellbeing score functions
based on the overall behavior similarity within the user
population
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- HappinessCounter William James said We dont laugh because were
happy were happy because we laugh. Facial movement can influence
ones emotional experience A person who feels compelled to smile
during a social event will actually come to find the event more
enjoyable Experiencing an increase in positive mood when people
created positive facial expressions, and a decrease in positive
mood when they created negative facial expressions These effects
were enhanced when participants viewed themselves in a mirror 31
million one-person household in the US, which amounts to 27% of all
households Designed for people who may not always realize when they
are in low spirits and/or have difficulty with smiling Smiling
Makes Us Happier: Enhancing Positive Mood and Communication with
Smile-Encouraging Digital Appliances, Hitomi Tsujita, Jun Rekimoto
UbiComp11
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- HappinessCounter A digital camera, an LED matrix display, and a
light sensor inside the box Attached HappinessCounter box behind a
one- way mirror Detects a users smile, counts the number of smiles,
and records the users mental state Display visual feedback (smile
vs. sad icon) Use this system in two modes Smile awareness (e.g.,
mirrors, digital photo frame) Smile gateway: Disallowing use of a
daily appliance or piece of furniture without first smiling
- Slide 38
- Summary Persuasive technology (definition) Levels of persuasion
(Macro vs. Micro) Functional triads of interactive tech Computers
as tools Computers as media (simulation, cause & effect,
environment, objects) Computers as social actors Ethical concerns
Mobile persuasion Case Studies: UbiFit Garden, Playful Bottle,
BeWell, HappinessCounter