Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J....

Persuasive TechnologyUsing Computers to Change What We Think and Do

Rose Roberts, Nobu Takeo

B.J. FOGG

Contents

What is Persuasive Technology (Captology)?Computers in persuasive roles

Tool, Medium, Social actor

Credibility and computersCase study

What is Persuasive Technology?

Behavior change

Attitude change

Motivation

Change in worldview

Compliance

Web sites

Mobile phones

Simulation

Exercise equipment

Kiosks

Computing technologies Persuasion

Ca

pto

log

y

Captology is a study of interactive computing products created for the purpose of changing people's attitudes or behaviors.

Advantages over human persuaders

Computers are persistent allow anonymity can handle huge volumes of data can use many modalities can scale can be ubiquitous

Computers in Persuasive Roles

Tool: Increases capability

Medium: Provides experience

Social actor: Creates relationship

Computers as persuasive tools

Making desired outcome easier to achieve byReduction: complex to simpleTunneling: narrowing scopeTailoring: general to specificSuggestion: intervening at the right timeSelf-monitoring: feed backSurveillance: observationConditioning : positive reinforcement

Example: Reduction

Example: Tunneling

Example: Tailoring

http://scorecard.orghttp://map2.scorecard.org/AppletPage.jsp?SIZE=300,300&APPLET_SIZE=620,440&VIEW=data/mainland/tri.view&EXTENT=-13111324,3987473,-13092586,3976595

Example: Suggestion

Example: Self-Monitoring

Example: Surveillance

Example: Conditioning

Computers in Persuasive Roles

Tool: Increases capability

Medium: Provides experience

Social actor: Creates relationship

Computers as persuasive media

Simulated cause-and-effect scenarios Simulated environments Simulated object

Example: Cause-and-Effect

Example: Environment Simulation

http://tulrich.com/

Example: Object simulation

Computers in Persuasive Roles

Tool: Increases capability

Medium: Provides experience

Social actor: Creates relationship

Computers as persuasive social actors

Physical cue: face, eyes, body movement Psychological cue: preferences, humor,

empathy Language cue: praise, spoken language Social dynamics cue: turn taking, cooperation Social roles cue: teammate, opponent, pet

Example: Physical cue

Example: Psychological Cue

The intense sunlight will clearly cause blindness. The sunglasses are absolutely important.

It seems that the intense sunlight could possibly cause blindness. Without adequate vision, don't you think that survival might become more difficult? The sunglasses might be important.

People prefer social styles that are similar to themselves in some way.

A

B

Example: language cue

Example: social dynamics

Example: Social dynamics

Example: Social role

Social Cues: Handle with care

If we use social cues a lot, we either win bigger or lose bigger.

Contents

What is Persuasive Technology (Captology)?Computers in persuasive rolesTool, Medium, Social actorCredibility and computersCase study

Credibility and computers

Perceivedtrustworth

iness

Perceivedexpertise+

Perceivedcredibility

Credibility and computers

Perceivedcredibility

Perceivedexpertise

Perceived

trustw

orth

ines

s

Perspectives of credibility

Presumed: general assumptions and stereotypes in the mind.

Surface: first impressions of surface traits

Reputed: third-party reports

Earned: experience over time

Contents

What is Persuasive Technology (Captology)?Computers in persuasive rolesTool, Medium, Social actorCredibility and computersCase study