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TYPOLOGY OF
COMPUTER-SUPPORTED INFLUENCE
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PERSUASION SOCIAL
INFLUENCE
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PERSUASION
an ac%on of causing someone to do something through reasoning or argument
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SOCIAL INFLUENCE
a capacity to have an effect on the behavior of someone
in a social context
PERSUASION SOCIAL INFLUENCE
Cialdini (2009) Liking, scarcity, authority, consistency, reciprocity Social proof
Guadagno et al. (2014) External pressure
O’Keefe (1990) Reasoning and argument Ac%ons of surrounding people
PePy and Cacioppo (1986)
Central and peripheral cues
RashoPe (2007) Wri@en or spoken messages Interac%on with others
Wood (2000) Detailed argumenta%on Enabled by complex social seEngs
PERSUASION SOCIAL INFLUENCE
Origin Inten%on or agenda Presence of other people
Driver Reasoning or argument Behavior of surrounding people
Impact Controlled and guided Unpredictable and ambient
Direc%on Push Pull
COMPUTER – MEDIATED (CME)!
FACE–TO–FACE (FTF)!
COMPUTER – HUMAN (CHU)!
COMPUTER – MODERATED (CMO)!
INTE
RPE
RSO
NAL!
INFL
UEN
CE!
User!behavior!
User!content!
Dynamic!design!
Dynamic!content!
Persuasive!design!
Interpersonal
Face-‐to-‐face (FTF)
Computer-‐mediated (CME)
Computer-‐moderated (CMO)
Computer-‐Human (CHU)
Human User User behavior Designer
People can influence each other in the physical world
Users can influence each other through computers
Computers can amplify, decrease, or reverse influence based on the presence (or absence) of other users and their behavior
Computers can influence users when designed to do so
Content Design
Fixed (FC)
Preset by developers and owners
Supports CHU influence
(FD)
Preset by designers
Supports CHU influence
Dynamic (DC)
Generated by users
Supports interpersonal CME influence
(DD)
Evolving through user behavior
Supports interpersonal CMO influence
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