Persuasive Technology Shan Jiang & Tijana Milenkovic

Persuasive TechnologyShan Jiang & Tijana Milenkovic

Outline

• Introduction: Definitions and Trends• Types of persuasion• The functional triad

• Computers as Tools• Computers as Media• Computers as Social Actors

• Credibility and Computers• Credibility and World Wide Web• Mobility and Connectivity• Ethics of Persuasive Technology• Looking forward

Let’s start!




Persuasive Technology - Definitions

• 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.“

• Persuasion is "an attempt to shape, reinforce, or change behaviors, feelings, or thoughts about an issue, object, or action.“ B.J. Fogg

B.J. Fogg, founder of the field of Captology

A trend in interactive technology

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Types of persuasion

• Macrosuasion – approach where computing products were created

solely for the purpose of persuasion QuitSmokingBaby think it overHygieneGuard“MetroNerd” and “Earth: Dig it, but dig it right” Alcohol 101 PlusDole 5 A Day - Dole SuperKids

• 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 QuickenNagscreens in sharewareVideogames

Microsuasion is becoming more common in all software products

http://www.quitnet.com/

http://captology.stanford.edu/Examples/btio.html

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The functional triad

• Examples:• Computer as tool - Baby Think It Over • Computer as a medium - Alcohol 101 Plus • Computer as social actor – Pocket Pikachu

Computers as Persuasive Tools


• Amazon.com – “one click” shopping


• Software installation


• Chemical Scorecard • E-commerce sites


• SMART• Timing is critical


• Heart rate monitor• HelathyJump rope


• Hygiene Guard• AutoWatch• Rewarding through surveillance


• Operant conditioning – uses rewards to shape behavior (training dog to do tricks)• Telecycle• Games

Computers as Tools - Principles

• Reduction – 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

• Tunneling – Using computer technology to guide users through a process or experience provides opportunities to persuade along the way

• Tailoring – Information provided by computing technology will be more persuasive if it is tailored to individual’s needs, interests, personality, usage context, or other factors relevant to the individual

• Suggestion - A computing technology will have greater persuasive power if it offers suggestions at opportune moments

• Self-Monitoring – Applying computing technology for tracking performance or status helps people to achieve predetermined goals or outcomes

• Surveillance – Applying computing technology to observe other’s behavior increases the likelihood of achieving a desired outcome

• Conditioning - Computing technology can use positive reinforcement to shape complex behavior or transform existing behaviors into habits

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)

Cause-and-Effect Simulations

• 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

• Rockett’s New School: Learning Social Skills• Game inspires girls to build qualities like confidence, empathy…

• What guaranties that simulations are accurate?• Bias is inevitable

Environment Simulations

• 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 simulation 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

• LifeFitness VR Rowing Machine: competing in a virtual environment

• Time pass more quickly and enjoyably• Uses many of persuasive strategies: feedback, competition and

rewards

• The Tectrix VR Bike: Pedaling to explore Virtual Environment• As you work out on this device, you explore a virtual world

(tropical island, mountains, under the sea…), navigating by plane or snowmobile, choosing whichever route you prefer

• Multiplayer competition in a virtual world

• Managing Asthma in a Simulated Environment • Click Health’s Bronkie the Bronchiasaurus

• Using Simulation to Overcome Phobia• Helping Doctors to Emphathize with Cancer Patients

• In My Steps

Environment Simulations

Object Simulations

• 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: 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

• “I’m going to kill you! I’m going to kill you!”

• Principle of Attractiveness - A computing technology that is visually attractive to target users is likely to be more persuasive as well

• Principle of Similarity - People are more readily persuaded by computing technology products that are similar to themselves in some way

• 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

• Principle of Reciprocity - People will feel the need to reciprocate when computing technology has done a favor for them

• Principle of Authority - Computing technology that assumes roles of authority will have enhanced powers of persuasion

Computers as Social Actors

The functional triad

Example - Persuasive Mirror• Purpose: To motivate individuals to have a

healthier lifestyle

• Why mirror?

• Three working modes: • Progress representation - feedback on recent

behavior (e.g. silhouette slimmer and younger for a balanced meal, bigger and older for no meal or junk food)

• Behavior summary (statistics on “good” and “bad” behavior, areas to improve)

• A regular mirror (equivalent to switching the device off)

Persuasive mirror (cont’d)

• It modifies the user’s reflection digitally to cause specific reactions in the user, based on the results of the user daily activity and behavior

• The mirror has no pre-encoded universal values that it tries to impose on the user. It is the user that configures the device in order to receive daily assistance in achieving their goals

• Persuasive Mirror can be seen as a persuasive social actor –using attractiveness, similarity, reciprocity and authority visual suggestions, and as a simulation media –showing cause and effect, virtual rewards, etc.

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Documents

Persuasive Technology Shan Jiang & Tijana Milenkovic