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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: 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
