Persuading people 01.09.2013 - 02.01.2014 Using technology to change health behaviour

Persuading people

01.09.2013 - 02.01.2014

Using technology to change health behaviour

Group: i901e13

Lars Christian Vagner Lichon

Umachanger Brinthaparan

Nirojan Srikandarajah

Stephan Vinther Smedegaard Rasmussen

Informatics, 9th semester (Pre-specialisation)

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Table of content

Introduction

Litterature revie

w

Design

Field

study

Findings

Conclusion

Introduction Litterature review Design Field study Findings Conclusion

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Introduction


Introduction The University of Melbourne, Australia

01.09.2013 – 02.01.2014

Ongoing research Social Networks Sites for

Ambivalent Socialisers: The Case of Smoking Cessation

With Dr Bernd Ploderer, Dr Wally Smith, Dr Greg Wadley & Dr Jon Pearce

Collaboration with


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The case of smoking cessation The rate of people killed by smoking is higher than people killed in car accidents, alcohol and other drugs combined (Victoria, Australia)

Nearly 6 million killed each year

Health issues Cancer, lung disease, heart disease and poor blood circulation

Economy within social welfare

Governments and anti-smoking organizations

Using persuasive technologies


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Problem area Gather and discuss knowledge on health behaviour changing research

Applying a mobile technology probe to persuade users

The study introduces: 3 content types: Stories, Tips and Motivators 2 sources of recommendation: Experts and Community.


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• Understanding• Litterature Review

Analysis

Litterature review


Themes


Major themes HCI papers

Mobile platform

Tracking/Self-monitoring

Reminding/Interrupting

Games

Social networks/Social support online

Use of agents

Guidelines/Strategies

Evaluating health behaviour change systems

Total: x56

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Tracking/Self-monitoring Focus on physical activity and healthy eating

Manual data entries

Auto data tracking

Challenges Using smartphone sensors Using the data in new ways


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Social Network / Social Support Online Tracking health data

Sharing personal health information

Storytelling seems to be unexplored

Using existing SN or create your own?


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Reminding/Interrupting SMS messages

Alarm/push notifications

Only few studies have tried to explore this area

Tailored, personalized messages are most effective

Polite vs Annoying Interruption


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Design


Research design

Principles of persuasion

Social proofCommunity

ExpertiseExpert

Stories StoriesRecomended based on community

StoriesRecomended based on expert

Tips TipsRecomended based on community

TipsRecomended based on expert

Motivators MotivatorsRecomended based on community

MotivatorsRecomended based on expert


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http://tiny.cc/Quitty


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Field study


The study Survey

3 weeks of use

The participants commenced their participation at various points

1 push message each day

3 types of content each day

Randomized recommenders

Data collected:

Clicks

Ratings and comments


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Participants

23 24 26 31 33 37 38 42 36 37 47

34avg

Total of 11Average nicotine dependence: 2Most of them are at least at the stage of ”Preparing to quit”

4 (0)2 (1- 2 = very low dependence)2 (3 = low to mod dependence)2 (4 = moderate dependence)1 (5+ = high dependence)


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Interviews Pilot interview

10 interviews (all transcribed)

Each interview lasting approximately 45 minutes

Gathering impressions of the system

Discussing comments and ratings with participants


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Click icon to add picture

CodingParticipant/Researcher Umachanger Nirojan Lars StephanP1 X X P2 X XP3 X X P4 X X P5 X X P6 X X P7 X XP8 X XP9 X XP10 X X


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Click icon to add picture

Findings


8 major themes Content types

Gain and loss framed content

Genuine/fake

Sources of recommendation

Text messages

Relatability and tailoring

Tracking

Social


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The app Easily accesible on phone:

”I prefer it on the phone. It is like maybe if you are in a bar and you like, you can actually ask, what do I do if I actually see someone smoking and I am in craving….”

Keep it a private:

”Qutting smoking is a private thing.... And having an app on your phone means you can kind of look at it, secretly”


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Content preference

6

3

3

Content preference

TipsStoriesMotivators


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Content Most participants prefered gain framed content rather then loss framed content

“That makes me happy. Positive future. Like the light at the end of the tunnel.”

“So yeah, I would much prefer something that got that positive “this good thing is gonna happen if you do this”.”

Some participants also liked a mix of both or purely loss framed content

6 participants wanted to get more information than what was provided by the app on a daily basis.


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Condescending Content 4 participants felt some of the content was condescending

“…and that was as well condescending that I felt like. Yeah, you know having tried it or like, you know “Good little smokie you get a sweetie”

“…almost a little condescending towards smokers”


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Fake/Genuine Content 5 participants talked about the importance of the content feeling genuine

3 participants said the stories in the app seemed fake

“some of the stories I found to be, almost to the degree that they read as if they were just made up. “Today I am going to quit, I’ve decided I am going to quit today”

“I don’t know if the stories were actually true and comes from people who try to quit or have quit, but they just sort of seemed a bit artificial.”


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Stories Personal experiences and stories ”So you know, I can’t relate to this, but, I’m listening to someone,

whose not trying to scare me into something, ‘I’m not trying to do this’, just telling me her experience, and sharing that with me, and encouraging me to go on my own journey. So, I respond to that positively.”

Opportunity to relate

Can offer hope (small hopes helps)

Offers emotional content

Bad grammar made some take them less seriously


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Stories× Unrelatable

× Scare tactics does not work

× Unrealistic”Just sort of, not like ‘I could and it was so easy, I can’t believe I didn’t do it sooner’, because it is not realistic to me. I have tried to quit a lot of times and that is not easy at all.”

“All that all of a sudden I felt beautiful after getting up… it’s, it’s, it’s too… I am not denying it’s legitimize, it’s just too over the top exaggeration.”


Grab your attention Offer something different Stories should describe the struggle Explain the process of quitting Have to be edgy Inspiring

Real Emotional

Good Bad

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TipsEasy implementation “Probably a tip might not work for everybody. When it comes to tips and it comes to quitting

smoking I think really basic things are quite good, because you are not necessarily… you don’t necessarily think of them, you don’t necessarily think “If I really want a cigarette, If I just takes some deep breaths and just wait that minute, that might help”, you don’t necessarily actively think that.”

Consice

Practical

Simple

Reinforcing behaviors “I suppose its something that you kind of thought of yourself and its also really forcing it. To

change your routine, go for a walk, take your mind off it, do something else. Most of the time you have a cigarette because you’re bored as well. So, its kind of reinforcing behaviours that you already know you should be doing, but to actually see it written there as well it also reiterates it.”

Another focus: Getting healthy again


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Tips× Not much detail

× No relevance× Not seeing it happening in their life

× Not on a psychological level

× Not easy to implement“You know and I mean once you go and do it, you do feel better, but you know, that fairly common tip “Just go for a walk or something” initially when you quit smoking, that’s the last thing you feel like doing, because you don’t feel right. Tips like that it’s like “no! I am not gonna go and do any exercise, this is hard!”

× Makes you think of smoking


Easily implemented Realistic Practical Instructions and examples Relatable/achievable Useful reminder Original thoughts

Good Bad

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Motivators Factual

Money is the biggest motivator

New knowledge

Helps on a subconscious level

Reminds of what you already know “A good motivator is things like knowing that, things I already

know that I sort of needs to be reminded of, if I quit smoking I could exercise more easily and I wouldn’t get puffed walking on the street or whatever.”


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Motivators× Should not be negative× Not motivating

× Cheesy

× Not long-term focused“15 years seems like a very long time, you know and to think like, it’s like in 15 years I will be 50 or something. It’s too far away, it’s not like… it’s kind of discouraging to think that I have done that much damage and that is gonna take that long to get any kind of benefit.”

× Not relatable


Positive“The good ones I found in that were positive saying like “after a week..” or whatever you know “these are the health benefits” you know, the positive effects that you can get rather than the necessarily shock tactics.”

Gains Gives confidence Has to be up-to-date Relatable Short-term focused

Good Bad

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Recommenders Recommenders were often not noticed due to the participant not reading the briefing well enough or due to app design.

Community generally preffered

Some noticed a difference between recommenders

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Noticed the recommenders

YesNo


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Recommenders Most participants felt that people from the community had firsthand experience which they believed an expert did not have

“I don’t know if being expert requires having experience of reality addiction but it doesn’t necessarily imply that they have been through it. Maybe they know the facts and figures, but they haven’t lived it. Experts do not know how it is”

High expectations from an expert

“Um, I don’t know, I don’t think I’d respond to that in general; like first of all I’d say well, why do you include tips that aren’t going to work? You know, why aren’t they all just good tips then?”


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Text messages 9 participants said that the messages made them use the app more.

“These were good reminders. So If did not check it that day so it was like ‘oh yeah that’s what I have to do’. Because you do forget especially if you are busy or you are tired”.

8

2

Text messages

LikedDid not like


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Text messagesTexts from real people as motivation:

“After that, knowing that there were someone there, I found the messages encouraging and positive and friendly and that was my main motivation for checking the app, was getting that text message”

Reflecting on smoking habits:

”No, generally if I would receive a text message and I was having a cigarette or I just had a cigarette it would make me feel a little bit guilty”

Good to get notified at different times The messages should be interesting and funny


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Relatability All participants mentioned relatability as being important

Unrelatable content was disliked

”… I don’t care about 18 years old kids. I don’t care about this mother who has two kids and harming her to give up smoking. It’s not my life it is your life honey.”

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Are demographics important?

YesNo


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Relatability 4 out of the 5 participants said that demographics weren’t a key factor to determine relatability.

In some cases it just had to be genuine

“Whilst a lot of them didn’t relate to me directly in anyway, because I don’t have children or I don’t have this… it felt genuine enough that I could access it. It felt that there was enough in it that I felt I could make an emotional connection, it wasn’t preachy, it wasn’t this… it was just an experience that someone was sharing. “


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TailoringQuitting Stage:

6 participants found this important

”Some of them I found frustrating to read, because, hearing other people having succeeded, when you are still struggling is difficult.”

Demographics:

2 participants found this important

”I think I would probably prefer not to know too much about them just so that I could relate it to myself.”

9

1Importance of tailoring

Would like some sort of tailoringDid not mention


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Tracking and feedback “If there was a way, that I could either log days or times that I haven’t had a cigarette or probably another way would be to log a time where I put off a cigarette when I have gone ‘rather than having a cigarette I am going to log into the system and say I am not having this cigarette now’…”

“If I have put off a certain amount each day then I was like getting a badge or a recognition or something back from the system”

64

Mentioned they wanted tracking

DidDid not


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Social Interest in interacting with other people through app Authors of stories/tips/motivators Experts (from Quit Vic) Better potential for using app as substitute for cigarette

Interest in being a parts of a community Online Meeting – Social activities

Share


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Reflected on smoking habits 7 participants had reflected on own smoking habits in one way or another

Thought about how he or she should really quit

3 participants had not reflected on own smoking habits The content in the app wasn’t ”news”


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Conclusion


Conclusion Insight of the health behaviour change domain

Content types Small differences Elements necessary Tailoring and relatability

Genuine content

Gain/loss-framed content

Push messaging

Mobile platform


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Future work Tailored information

Push messaging

Content types

Social networks

Other domains

Longitudinal study – Quitty v2?

Theoretical/analytic study


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Now, let’s talk! ;)

Documents

Persuading people 01.09.2013 - 02.01.2014 Using technology to change health behaviour