1. Persuasive Technology
Shan Jiang & Tijana Milenkovic

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. Let’s 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 individual’s 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 other’s 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
Rockett’s 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 Health’s 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
“I’m going to kill you! I’m 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 (cont’d)
It modifies the user’s 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.

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