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BEHAVEINNOVATION LAB
CleanArjan Haring21th of September, 2011
Persuasive Technology Leveraging innovative technology to break the social influence performance plateau
Arjan Haring, Applied Researcher
n Lecturer/PhD Studentn Director of the Clean Behave InnovationLabn Founder TEDxHogeschoolUtrechtn Entrepreneur
Meet (some of) the Guru’s
BJ Fogg Robert Cialdini Dan Ariely
The Piano Stairs
66% more people than normal chose the stairs over the escalator.
Fun Theory
“No one wants a dead plant on their dash”
BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good
Or let your gnome freeze to dead for that matter
Persuade people to stick to their daily medication regimens
86 percent effective at getting people to remember to take their doses
BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good
How Fat is Ken?
Twitter.com/howfatisken www.withings.com
The power of Comparison: Social Influence
60 to 80 percent of people change their energy behaviors
Social Influence Challenge: The Performance Plateau
Energy Use
0 0.5 1 1.5 2 2.5 3 3.5
NeighborsYou
People tend to follow the norm.
Solution 1:Segmentation of norms
What about “really efficient neighbors”? Fellow treehuggers? Or others like you.
Solution 2: An Adaptive Persuasive System
Personalized Persuasion in Ambient Intelligence: theAPStairs System, Sakai et al
Authority 1. “You get a good exercise by taking the stairs instead of the elevator.” – BertClarenbeek, gym instructor2. Doctors recommend taking the stairs.3. “Taking the stairs helps you shape up your buttocks.” – Jessica de Groot, zumba instructor
Commitment & Consistency4. Planned to become healthier? Start by taking the stairs!5. Committed to get in shape? Start by taking the stairs!6. Promised yourself to be more physically active? Take the stairs!
Consensus 7. 70% of the people in this building already take the stairs. What about you?8. The majority of the people in this building takes the stairs. Join them now!9. Follow many other people; take the stairs!
PersuasionAPI Disclaimer
“new work by Maurits Kaptein
and Dean Eckles, doctoral
students in communications
at Stanford University” shows
“Retailers could not only
personalize which products
are shown, they could
personalize the way they’re
pitched, too.”
Welcome to the Brave New World of Persuasion Profiling
Combination of Strategies lowers Persuasion Power
Individuals are different in their responses to persuasion strategies
New research has focused not just on “average” effects – the overall persuasion over groups of people – but rather on the effects of persuasive strategies on individual people.
Persuasion Profiling
Learning Algorithm (AI) Suggestion Engine
Social Proof 0 ... ... 6
Authority 1 1 ... Person XYZ ... 23
Scarcity 0 ... ... 9
… ... ... ...
