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The Persuasive Media course is for 3rd - 4th year students Media Technology of the Utrecht University of Applied Sciences. Goal of this course is to prototype a persuasive online or offline concept and then measure the impact of the concept by conducting an experiment."
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Media Persuasivenessi.e. Persuasive Media
Arjan Haring, 11 april, Creative Industries
Image by: Richard Sedley
Persuasion & Contagion in Online and Offline Media
Arjan Haring
n Human-Computer Interactionn Board member Chi Netherlands 2006 -2010
n Management Consultancyn Paul Postma Marketing Consultancy 2005 -2008
n Lecturer PersuasiveTechnologyn PhD Candidate Design measurable behavior changen Projectmanager Mobile SafetyWatch
n Conference organizern 2008 –now: Amsterdam, Cologne & New York
Persuasion starts NOW
Weapons of choicen Microblogging: Twittern Video: Vimeon Social: Facebookn Blogging: Posterousn Photos: Instagramn Presentations: Slidesharen Network: LinkedIn (1141 people, Randstad & NYC)
Goal: get people talking about #PersuasiveMedia11n Facebook closed group: PersuasiveMedia
#PersuasiveMedia11 (???)
Your channel of interest
n Twitter Dannyn (Online) video Michaeln Facebook Elsken Posterous Svenn Photos Alexandran Layar Geraldn Slideshare Arnon Foursquare Arjan (?)
Assignment for 18th of April: assess the
persuasion potential and measurability (tools) of
your channel
Today
n Assignment – Grading – Overview
n Introduction Persuasive Technology
n Introduction Behavioral Economics
Assignment
Get more visitors to
http://huisdoorn.nl/ and
Everybody
Motivated
people
People that visit
Micro conversions
Micro Conversions
? ? ? ?
Source: Joshua Porter, Bokardo.com
Grading
n Applying behavior change/ persuasion principles to prototype 30%
n Designing, conducting experiment and analyzing impact of persuasive media 50%
n Active participation in class and through online media (#persuasivemedia11) 20%
n Applying contagion principles to prototype and analyzing the impact Bonus 10%
Overview
n 11-04 Introduction (your in it)n 18-04 Zooming in on target behaviorn (?) Guest lecture: conducting experimentsn 02-05 Behavior change parameters + research designn 07-05 T = 0 measurements + developing prototype for
experiments
12-05 Applying prototype and T = 1 measurementsn 19-05 Analyze data and conclusionsn 26-05 Write abstract
BJ Fogg’s 8-step Persuasive design process
Source: BJFogg.com
Persuasive Technology
Founding Fathers Persuasive Technology
Cees Midden, TU/e BJ Fogg, Stanford
“technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not through coercion” Fogg 2002
The Piano Stairs
66% more people than normal chose the stairs over the escalator.
Fun Theory
The Urinal Fly
Spillage at the airport decreased by 80%!
Spillage at Amsterdam Airport decreased by 80%!
Naked Roads
Casualties fell by 10% and traffic speeds reduced to less than 30kph
Non-Persuasive Technology?
Do Defaults Save Lives?
Ambient Persuasive Technology
Smells like Clean Spirit
Smells like Clean Spirit, Rob Holland.
PT for Sustainable Behavior
PT for Sustainable behavior
PT for Sustainable Behavior
Don't Throw in the Towel: Use Social Influence Research
HELP SAVE THE ENVIRONMENT PARTNER WITH US TO HELP SAVE THE ENVIRONMENT
JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT
WE'RE DOING OUR PART FOR THE ENVIRONMENT. CAN WE COUNT ON YOU?
PT in Health: Persuasive Mirror
Persuasive Mirror
Visualizing eating, sleeping, smoking, sunbathing and exercising habits
Prosocial Behavior?
Dan Ariely on Cheating
Moral Behavior?
Dan Ariely on Cheating
Behavioral Economics
Founding Fathers Behavorial Economics
Amos Tversky, Stanford Daniel Kahneman, Princeton (1937 – 1996)
“A field of economics that studies how the actual decision-making process influences the decisions that are reached.”
The Behavioral Economics hype
Conjuction Fallacy
Please rate the probability that the following
event will occur in 2011... n A massive flood somewhere in North America
in 2011, in which more than 1,000 people drown.
n An earthquake in California sometime in 2011, causing a flood in which more than 1,000 people drown.
Conjunction Fallacy
Loss Aversion: Drivers License
Italy deducts pointsGreat Britain adds points
Bluffing your way into Behavioral Economics
FramingThe short version: Imagine a monastery. A young monk asks, ‘Can
I smoke while I’m praying?’ which gets a big fat no in reply. Later
he re-frames the question ‘Can I pray when I’m smoking?’… he’s
told he can pray whenever he likes.
Social NormsThe short version: Social norms is about not being a weirdo.
Source: Oliver Payne, The Hunting Dynasty
Social Media examples
How the web is changing Dutch Politics
Source: Ruben Bos
#fe11 ‘Hoe een fictief event een twitterhappening werd’ #1april
Source: SocialMedia.nl (via @arnowilkens)
- People lied about attending fake event on twitter- People created content (pictures, videos, stories)
- Dutch Radio (3FM ) was influenced
Measuring behavior
Health Sustainable Consumer Cultural …
Activity#steps, calories
Carbon footprintkm/l, kWh
Conversionrate# orders, # calls
?
… … … … …
Design with Intent
Design with Intent
Brain, Behavior Design kit
Brain, Behavior & Design
People to look out for
n And BTW how is #PersuasiveMedia11 doing?
@deaneckles (Stanford)
@danlockton (Design with Intent)@richardsedley (Foviance)
@mcoster (Mediapsycholoog)
@armano (Edelman Digital)
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