Introduction of Persuasive Technology

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Introduction of Persuasive Technology

Presented by Yao Meng

Mar. 25, 2014

HCI



Outline

What is Persuasive Technology Persuasive Technology in HCI

Trend in Interactive Technology

Types of Persuasive Technology

The Functional Trial

Keys to being Persuasive

Mobile Persuasion

Examples of Persuasive Technology

Department of Computer Science, Inje University



What is Persuasive Technology?

Department of Computer Science, Inje University 1

B.J. Fogg

Persuasive Technology: Using Computers to

Change What We Think and Do (2003)

I define persu sive technology as any interactive

computing system designed to change people’s

attitudes or behaviors.



Persuasive Technology in HCI

Captology is the study of computers as persuasive

technologies.




Focal areas in interactive technology

Trend in Interactive Technology




Macrosuasion

The entire product is designed for a persuasive purpose.

Microsuasion

The elements of influence in products do not have an overall intent

to persuade. Microsuasion is becoming more common in all software products.

Types of Persuasive Technology




The Functional Triad

A framework that illustrates the three roles computing

technology can play: tool, media, and social actor




Computers as Persuasive Tools

Reduction

Reduce a complex activity to a simple one

Examples: Amazon.com – “one click” shopping

Tunneling

Leads users through a predetermined sequence of events, step-by-

step

Examples: Software installation; registration on web forum

Tailoring

Provides personally relevant information to change a person’s

attitude

Examples: E-commerce sites; personal fitness advisor

Suggestion

Creates a well-timed decision point about a suggested behavior

Examples: Offer an anti-virus software product when experiencing a

virus




Computers as Persuasive Tools (cont.)

Self-Monitoring

Allows people to monitor themselves so they can modify their

attitude or behavior

Examples: Heart rate monitor; fuel management

Surveillance

Allows one party to monitor the behavior of another to modify

behavior in a specific way

Examples: Webcam for using public services

Conditioning

Uses principles of operant conditioning, such as reinforcement and

shaping, to change behaviors

Computing technology can use positive reinforcement to shape

complex behavior or transform existing behaviors into habits

Examples: Games




Computers as Persuasive Media

Cause and effect simulations

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

Examples: learning social skills; risk taking

Environment simulations

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

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

Examples: virtual fitness; fuel efficient driving




Computers as Persuasive Media (cont.)

Objects simulations

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: infant simulator; drunken driver simulation




Computers as Persuasive Social Actors

Similarity

People are more likely to be persuaded by computing technology

products that are similar to themselves in some way

Praise

By offering praise via words, images, symbols, or sounds, computing

technology can lead users to be more open to persuasion

Authority

Computing technology that assumes roles of authority will have

enhanced powers of persuasion




BJ Fogg’s Behavior Model

Motivation

Pleasure / Pain

Hope / Fear

Acceptance / Rejection

Ability

Time Money

Physical effort

Brain cycles

Social deviance

Non-routine Trigger

Facilitator (to help)

Spark (to motivate)

Signal (to say "do it now")




Cialdini’ s Six Principles of Influence

Reciprocity

As humans, we generally aim return favors, pay back debts, and

treat others as they treat us. According to the idea of

reciprocity, this can lead us to feel duty to offer discounts to

others if they have offered them to us this is because we're

uncomfortable with feeling indebted to them.

Commitment and consistency Cialdini says We have a deep desire to be consistent. For this

reason, once we've committed to something, we're then more inclined

to go through with it.

Social Proof

This principle relies on people's sense of “safety in numbers."we're particularly susceptible to this principle when we're feeling

uncertain, and we're even more likely to be influenced if the

people we see seem to be similar to us.




Cialdini’ s Six Principles of Influence

(cont.)

Liking

Cialdini says that we're more likely to be influenced by people we

like. Likability comes in many forms – people might be similar or

familiar to us, they might give us compliments, or we may just

simply trust them.

Authority

We feel a sense of duty to people in positions of authority. Thisis why advertisers of medical products employ doctors to front

their campaigns.

Scarcity

This principle says that things are more attractive when their

availability is limited, or when we stand to lose the opportunityto acquire them on favorable terms.




Four Types of Credibility

Presumed

Can be defined as the extent to which a person believes someone or

something because of general assumptions in the person's mind

e.g., people usually presume their friends are credible because

they assume that their friends tell the truth

Reputed

Can be defined as the extent to which a person believes someone orsomething because of what third parties – people, media, or

institutions – have reported

e.g., a link from one Web site to another may be perceived as an

endorsement, which can increase perceived credibility




Four Types of Credibility (cont.)

Surface

Derives from firsthand inspection of surface traits like layout and

density of ads

e.g., the solid feel of a handheld device can make people perceive

it as credible

Earned

Derives from people's interactions with others over an extendedperiod of time

e.g., if a runner used a heart rate monitor for two years, and its

measures always matched her own manual count of her heartbeats, the

monitor would have a high level of earned credibility in her eyes




Mobile Persuasion

Future mobile technology can determine




Examples: Mindbloom


Mindbloom is an online application that allows users to set

short and long-term life goals and priorities, and aims tobuild meaningful relationships between users.

Main idea

Decide what is important

Discover what motivates

Take meaningful actions



Decide What is Important


A user's life is represented by a "life tree" whose branches

represent areas important to each user.

On a branch, each leaf represents a goal or dream related to

that life area.



Discover What Motivates


Users can personalize their inspiration with photos, music

and words.

They can get inspiration from friends, family, and the

Mindbloom community.



Take Meaningful Action


Users can take small actions towards their goals, which can

be prompted by an email reminder, to grow their trees.

Leaf colors indicate how recently the user has made progress

toward the goal.

As goals are fulfilled, the tree grows and the user is

rewarded with seeds that can be used to unlock more content.



Social Networking


Mindbloom also incorporates a social network into the game.

Users are encouraged to

share their trees with friends,

post their progress on Facebook or Twitter,

and send and receive words of encouragement.

Adding a social element to the game encourages users to visitregularly and keep up with their goals.



Examples: MyPyramid Blast Off


MyPyramid Blast Off is a game designed to educate children

about the importance of healthy eating and physical activity.

By demonstrating how children can select healthy foods for

their diets, the game persuades players to make smart choices

about eating and exercise in their lives.

The game simulates a mission to space in which player must

fuel their rocket ship and charge the rocket's battery for

blast off.

The rocket requires one day's worth of fuel, represented by

food, and 60 minutes of activity to launch.



Screenshot from MyPyramid Blast Off




Smart Food Choices


A player is given a recommended number of calories based on

their age and gender, and then selects food from the fivecategories of the Food Pyramid: grains, vegetables, fruits,

milk, and meat and beans.

Each food category is represented by a fuel gauge that fills

up as a user adds food.

Player are praised by adding healthy foods.



The End

Thank you for your attention.

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Introduction of Persuasive Technology