Persuasive Technology

1
Persuasive Technology

• Shan Jiang Tijana Milenkovic

2
(No Transcript)
3
Outline

• Introduction Definitions and Trends
• Types of persuasion
• The functional triad
• Computers as Tools
• Computers as Media
• Computers as Social Actors
• Credibility and Computers
• Credibility and World Wide Web
• Mobility and Connectivity
• Ethics of Persuasive Technology
• Looking forward

4
Lets start!

• Introduction Definitions and Trends
• Types of persuasion
• The functional triad
• Computers as Tools
• Computers as Media
• Computers as Social Actors
• Credibility and Computers
• Credibility and World Wide Web
• Mobility and Connectivity
• Ethics of Persuasive Technology
• Looking forward

5
Persuasive Technology - Definitions

• Captology is the study of Computers As Persuasive
  Technology (CAPT-ology)
• "Simply put, a persuasive computer is an
  interactive technology that changes a person's
  attitudes or behaviors or both.
• Persuasion is "an attempt to shape, reinforce, or
  change behaviors, feelings, or thoughts about an
  issue, object, or action.

B.J. Fogg, founder of the field of Captology
B.J. Fogg
6
A trend in interactive technology
7
Next

• Introduction Definitions and Trends
• Types of persuasion
• The functional triad
• Computers as Tools
• Computers as Media
• Computers as Social Actors
• Credibility and Computers
• Credibility and World Wide Web
• Mobility and Connectivity
• Ethics of Persuasive Technology
• Looking forward

8
Types of persuasion

• Macrosuasion approach where computing products
  were created solely for the purpose of persuasion
  
• QuitSmoking
• Baby think it over
• HygieneGuard
• MetroNerd and Earth Dig it, but dig it
  right
• Alcohol 101 Plus
• Dole 5 A Day - Dole SuperKids
• Microsuasion approach where interactive
  computing products were created for purposes
  other than persuasion (e.g., productivity,
  communication, entertainment), but they have
  elements of persuasion built into the user
  experience
• E-Bay feedback system
• Dialogue box in Quicken
• Nagscreens in shareware
• Videogames
• Microsuasion is becoming more common in all
  software products

9
Next

• Introduction Definitions and Trends
• Types of persuasion
• The functional triad
• Computers as Tools
• Computers as Media
• Computers as Social Actors
• Credibility and Computers
• Credibility and World Wide Web
• Mobility and Connectivity
• Ethics of Persuasive Technology
• Looking forward

10
The functional triad

• Examples
• Computer as tool - Baby Think It Over
• Computer as a medium - Alcohol 101 Plus
• Computer as social actor Pocket Pikachu

11
Computers as Persuasive Tools
12
Computers as Persuasive Tools

• Amazon.com one click shopping

13
Computers as Persuasive Tools

• Software
• installation

14
Computers as Persuasive Tools

• Chemical Scorecard
• E-commerce sites

15
Computers as Persuasive Tools

• SMART
• Timing is critical

16
Computers as Persuasive Tools

• Heart rate monitor
• HelathyJump rope

17
Computers as Persuasive Tools

• Hygiene Guard
• AutoWatch
• Rewarding through
• surveillance

18
Computers as Persuasive Tools

• Operant conditioning
• uses rewards to
• shape behavior
• (training dog to do tricks)
• Telecycle
• Games

19
Computers as Tools - Principles

• Reduction Using computing technology to reduce
  complex behavior to simple tasks increases the
  benefit/cost ratio of the behavior and influences
  users to perform the behavior
• Tunneling Using computer technology to guide
  users through a process or experience provides
  opportunities to persuade along the way
• Tailoring Information provided by computing
  technology will be more persuasive if it is
  tailored to individuals needs, interests,
  personality, usage context, or other factors
  relevant to the individual
• Suggestion - A computing technology will have
  greater persuasive power if it offers suggestions
  at opportune moments
• Self-Monitoring Applying computing technology
  for tracking performance or status helps people
  to achieve predetermined goals or outcomes
• Surveillance Applying computing technology to
  observe others behavior increases the likelihood
  of achieving a desired outcome
• Conditioning - Computing technology can use
  positive reinforcement to shape complex behavior
  or transform existing behaviors into habits

20
Computers as Media Simulation

• Computers can shape attitudes and behavior by
  providing compelling simulated experiences (for
  example, AOL gives trial membership on CD)
• People often react to virtual experiences as if
  they were real-world experiences
• Types of simulations
• Cause and effect simulations (Cause and Effect)
• Environment simulations (Virtual Rehearsal and
  Virtual Rewards)
• Object simulations (Simulations in Real-World
  Contexts)

21
Cause-and-Effect Simulations

• They 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
• Principle of Cause and Effect Simulation can
  persuade people to change their attitudes or
  behaviors by enabling them to observe immediately
  the link between cause and effects
• HIV Roulette A Cause-and-Effect Simulator
• Results are more in your face and harder to
  ignore
• Rocketts New School Learning Social Skills
• Game inspires girls to build qualities like
  confidence, empathy
• What guaranties that simulations are accurate?
• Bias is inevitable

22
Environment Simulations

• Again, safe place to explore new behaviors
  virtual environments are controllable user can
  stop and continue experience at any time
• Principle of 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
• Principle of 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
• Health and fitness industry - leaders in using
  environment simulations to motivate and influence
  people

23
Environment Simulations

• LifeFitness VR Rowing Machine competing in a
  virtual environment
• Time pass more quickly and enjoyably
• Uses many of persuasive strategies feedback,
  competition and rewards
• The Tectrix VR Bike Pedaling to explore Virtual
  Environment
• As you work out on this device, you explore a
  virtual world (tropical island, mountains, under
  the sea), navigating by plane or snowmobile,
  choosing whichever route you prefer
• Multiplayer competition in a virtual world
• Managing Asthma in a Simulated Environment
• Click Healths Bronkie the Bronchiasaurus
• Using Simulation to Overcome Phobia
• Helping Doctors to Emphathize with Cancer
  Patients
• In My Steps

24
Object Simulations

• Real-world simulation less dependent on
  imagination make clear impact on everyday life
• Principle of 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
• Baby Think it Over An Infant Simulator
• Used as part of many school programs
• Helps teenage girls understand how much attention
  a baby requires
• Drunk Driving Simulator
• Specialized Dodge Neon automobile simulates drunk
  driving
• Students first drive car in normal mode, and then
  in drunk mode

25
Computers as Social Actors

• Im going to kill you! Im going to kill you!
• Principle of Attractiveness - A computing
  technology that is visually attractive to target
  users is likely to be more persuasive as well
• Principle of Similarity - People are more readily
  persuaded by computing technology products that
  are similar to themselves in some way
• Principle of Praise - By offering praise (whether
  it is sincere or not), via words, images,
  symbols, or sounds, computing technology can lead
  users to be more open to persuasion
• Principle of Reciprocity - People will feel the
  need to reciprocate when computing technology has
  done a favor for them
• Principle of Authority - Computing technology
  that assumes roles of authority will have
  enhanced powers of persuasion

26
The functional triad
27
Example - Persuasive Mirror

• Purpose To motivate individuals to have a
  healthier lifestyle
• Why mirror?
• Three working modes
• Progress representation - feedback on recent
  behavior
• (e.g. silhouette slimmer and younger for a
  balanced meal, bigger and older for no meal or
  junk food)
• Behavior summary
• (statistics on good and bad behavior, areas
  to improve)
• A regular mirror
• (equivalent to switching the device off)

28
Persuasive mirror (contd)

• It modifies the users reflection digitally to
  cause specific reactions in the user, based on
  the results of the user daily activity and
  behavior
• The mirror has no pre-encoded universal values
  that it tries to impose on the user. It is the
  user that configures the device in order to
  receive daily assistance in achieving their goals
• Persuasive Mirror can be seen as a persuasive
  social actor using attractiveness, similarity,
  reciprocity and authority visual suggestions, and
  as a simulation media showing cause and effect,
  virtual rewards, etc.

29
(No Transcript)
30
Next

• Introduction Definitions and Trends
• Types of persuasion
• The functional triad
• Computers as Tools
• Computers as Media
• Computers as Social Actors
• Credibility and Computers
• Credibility and World Wide Web
• Mobility and Connectivity
• Ethics of Persuasive Technology
• Looking forward