introduction of persuasive technology
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Introduction of Persuasive Technology
Presented by Yao Meng
Mar. 25, 2014
HCI
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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
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What is Persuasive Technology?
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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.
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Persuasive Technology in HCI
Captology is the study of computers as persuasive
technologies.
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Focal areas in interactive technology
Trend in Interactive Technology
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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
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The Functional Triad
A framework that illustrates the three roles computing
technology can play: tool, media, and social actor
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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
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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
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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
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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
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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
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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")
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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.
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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.
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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
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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
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Mobile Persuasion
Future mobile technology can determine
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Examples: Mindbloom
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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
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Decide What is Important
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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.
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Discover What Motivates
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Users can personalize their inspiration with photos, music
and words.
They can get inspiration from friends, family, and the
Mindbloom community.
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Take Meaningful Action
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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.
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Social Networking
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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.
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Examples: MyPyramid Blast Off
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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.
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Screenshot from MyPyramid Blast Off
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Smart Food Choices
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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.
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The End
Thank you for your attention.