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Behavioural Meetup: Professor Adam Joinson on Technology
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Transcript of Behavioural Meetup: Professor Adam Joinson on Technology
Behavioural MeetupGuest Speaker: Professor Adam Joinson
Technology & Behaviour Change
Technology and Behaviour Change
Adam N JoinsonProfessor of Behaviour ChangeBehavioural Research Lab & Bristol Social Marketing CentreBristol Business School
http://themichaelshowpodcast.com/wp-content/uploads/2011/11/Facebook_is_watching_you_by_Silver_Arm.jpg
• McLuhan (1963):- technology as an extension of human senses.
Affordances
• A quality of the object
• An ‘action possibility’
• A ‘perceived’ affordance - relational
Persuasive technology
• B J Fogg
E-A-S-T framework
Extension
• Based on McLuhan’s definition of media
• Technology and tools…
• Make things faster, easier, more efficient.
• Remove barriers to completing an action – ease of completion
• Makes new actions possible
• Changes the reward structure
Extension
Amplification• Use of the tool amplifies an existing effect.• E.g. Uncertainty Reduction Theory (Berger,
1979)• Online interaction amplifies uncertainty,
and reduction behaviour (Tidwell & Walther, 1992; Gibbs, Eliison & Lai, 2011)
• E.g. Multiple audiences and anxiety (Goffman, 1959)• Marder, Joinson & Shankar (in prep) –
impact of multiple audiences on Facebook.
Social proof Social proof
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AUTHORITY
SCARCITY
CONSISTENCY
Computers as Social Actors• Reeves and Nass (1996): people apply
social rules to interaction with objects, computers.
• E.g. reciprocity (Moon, 2000), politeness (Fogg and Nass, 1997)
• Amplification can occur via application of social rules to interaction with a tool…
Shaping
• Choice architecture / nudges plus perceived (and real) affordances.
• “we shape our buildings, and afterwards our buildings shape us” (Churchill, 1943)
• Power of defaults (e.g. opt-out organ donation, pensions etc)
Shaping via defaults
Shaping
Shaping via biases
Shaping via constraints
Shaping via constraints
Shaping: Rewards
Questions?
Discussion
http://www.meetup.com/behavioural/
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