Human-Technology Interaction Eindhoven University of Technology · 2009-09-12 · persuasive...

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Persuasive Technology

Jaap Ham

Human-Technology Interaction

Eindhoven University of Technology

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Persuasion: Overview

Persuasion/Communication matrix

Less effortful persuasion

Dual process models


Ambient Persuasive Technology

Persuasion

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Persuasive technology and persuasive

communication


Relevant variables



Dual process models



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Persuasion

influencing attitudes and behavior throughcommunication

intentional

attitude as an evaluative judgment of an object of thought, encompassing affective, cognitive and behavioral responses.

attitude-behavior relationship

attitudes as enduring or temporary constructions

intentions, choices, overt behaviors, behavioralcategories

information processing

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communication


Relevant variables



Dual process models



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Simplified Persuasion/ Communication Matrix

(Based on McGuire, 1985, 1989)

Standard persuasion variables relevant for messages:

Inputs (independent variables)

Source Message Channel Receiver Context

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Persuasion variables

Source: a.o. attraction, similarity, trustworthiness, expertise, power, status, communication style (appearance, voice, gestures,), individual vs group; single vs multiple.

Message: argument strength (newness, valence, trueness), discrepancy, emotional vs cognitive; positive vs negative (fear) appeals, humor, type of language (eg metaphors, complexity, concrete vs abstract), onesided vs twosided, implicit vs explicitconclusions, including vs omitting weak arguments; message length. overload, repetition.

Channel: sensory mode, verbal/nonverbal, physical/electronicalmedia, interactivity & intelligence, personal vs mass media.

Receiver: prior attitude, attitude function, confidence, ambivalence, involvement, commitment, self-esteem, activeparticipation, intelligence, prior beliefs and knowledge, otherattitudes, etc.

Context: group context; individual context; noisy vs. quietenvironment; etc.

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Persuasion Process: Steps that individuals must be persuaded

to take for message to have impact: (McGuire,1985)

exposure

attention

liking, interest

comprehension

generating related cognitions

acquiring relevant skills (learning how)

agreeing with message position (attitude change)

storing change in memory

retrieving relevant material from memory

decision making using retrieved material

acting in accord with decision

postaction consolidation of new pattern

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Steps that individuals must be persuaded to take for message to have impact:

Ou

tpu

ts (

dep

en

den

t va

riab

les)

Attention

Understanding

Attitude

Intention

Behavior

Consolidation

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Ou

tpu

ts (

dep

en

den

t va

riab

les)

Attention

Understanding

Attitude

Intention

Behavior

Consolidation


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Ou

tpu

ts (

dep

en

den

t va

riab

les)

Attention fear arousal

Understanding

Attitude

credibility, attractivity, Internalized social influence

Discrepancy message-receiver Argument strength

Involvement

Intention Social norm

Behavior InstructionSituational barriers

ConsolidationGoal-feedback


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P/C Matrix: persuasion variables influence

process

1. Cells indicate communication issues: e.g- receiver involvement > attention

- channel >exposure, comprehensibility, targeting, yielding (eg through bymultimodel communication), memory storage

- source>attention, yielding (eg through identification, trueness, incentivecontrol, trust).

- group source> conformity, norms, minority influence

- message>comprehensibility, yielding, persistence (eg feedback).

- message cue>retrieval of attitude

- trustworthiness>message acceptance; trustworhtiness may reduce argument processing

- receiver task>message effects (eg contextual music> liking; arguments>deciding)

2. Matrix structures analysis and warns for oversimpliflication: - effect size, distal step fallacy, mediator fallacy.

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communication


Relevant variables



Dual process models



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conditioning

activated associations and feelings

mood

mere exposure

bodily feedback

ease of retrieval, generation and processing

trustworthiness

consensus cues

message from characteristics

...

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Attitudes based on direct experience

based on sensory experience

images, concrete exemplars, narratives

holistic

rapid

automatic

emotion loaded

preconscious

certain

guiding behavior

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Less effortful persuasion: role of context

attitudinal responses vary

across situations and current goals (e.g. hunger in the

supermarket).

across what comes to mind (job attitude during party or

after tiring meeting.

accessibility and applicability influence judgment,

choice and action: eg norm activation about litter

external cued evaluation vs chronic accessibility of

central attitudes

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Less effortful persuasion: Effects of prior behavior

forced compliance> reactance

incentives>overjustification

dissonance:

behavior>dissonant cognitions

minimal justification

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communication


Relevant variables



Dual process models



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Dual processing models

Family of models (Chaiken & Trope, 1999)

continuum of processing effort with

two prototypical modes of persuasion

ability, motivation and opportunity variables

influence depth of processing

persuasion on basis of issue relevant

arguments will be more persistent, behavior

predicting, resistant

21E

lab

ora

tio

n L

ike

liho

od

Mo

de

l

(Pe

tty &

Ca

cio

pp

o, 1

98

6)

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MODE-model (Fazio,1992)

Motivation and Opportunity to elaborate DEtermine route:

1.deliberate processing> beliefs>attitudes>consistent action

2. spontaneous processing

strong attitude> automatic attitude activation> consistent

action

weak attitude>no automatic attitude activation>inconsistent

action

e.g. a birthday cake activates a weak attitude towards

(un)healthy food eat it!.

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MODE-model (Fazio,1992)

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium

PT as a Social Actor

Credibility and Trust

Some more examples

Conclusions



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What is it?

Persuasive technology is any interactive

computing system designed to change

people's attitudes or behaviors (Fogg, 2003).

a class of technologies that are intentionally

designed to change a person’s attitude or

behaviour (IJsselstein et al., 2006).

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persuasive technology

intentional attempt to change attitudes or

behaviors

non-coercive or deceptive; the grey area of

pre-conscious persuasion.

computer as change agent interaction with vs

through computers

however: still the full input-output matrix applies: eg

no persuasion without attention, or attitude retrieval

etc.

issue of attribution

>analogue to human persuasion27

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


persistent

anonymous

manages huge volumes

of data

many channels and

modalities (e.g. games)

scale easily

go where humans

cannot go

Advantages of PT

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persistent

anonymous

manages huge volumes

of data

many channels and

modalities (e.g. games)

scale easily

go where humans

cannot go

Advantages of PT

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Domains (selection)

education, training

safety

environmental preservation

healthcare (fitness, therapy )

occupational productivity/effectiveness

disease management (e.g. asthma)

personal finance (budget management)

self-improvement (e.g. goal setting)

citizen behavior (e.g. tax paying, voting)

commerce

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


The functional triad

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social

actor

medium

tool

creates relationship

provides experience

increases capability

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Persuasive Technology: Functions and Roles

tool, making tasks easier: offering skills, abilities, knowledge, efficacy (e.g. wizard, decision aid,

captive tunneling devices)

tool, performing calculations that motivate: changing pre-action beliefs, feedback, goal setting. eg energy feedback;

exercise feedback

medium of non-available experiences of cause and effect: forming beliefs, feelings through 'direct' sensory experience (e.g new house,

climate change;

medium, behavioral rehearsal: acquiring ability, skills (eg healthy party behavior), desensitization

social actor that rewards, models, provides social support: social influence, rewards (shoulder padding, tamagotchi), norm setting,

socializing.

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


Types of tools

Reduction concept: make it easier and simpler:

mechanism: change cost-benefit ratio; efficacy

example: . one click shopping

Tunneling concept: define pathway

mechanism: reduction mental effort; foot in the door

example: registration on web forum

Tailoring concept: making it personal

mechanism: enhance information processing and argument strength

example: personal fitness advisor; take accoount of user's mood or task.

Suggestion concept: choose the right moment

mechanism: enhance relevance and usefulness

example: offer anti-virus software software product when experiencing a virus;; rfid/gps in education

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Tools (2)

Self-Monitoring

concept: assess goal achievement

mechanism: personal outcome feedback and goal setting

example: fuel management

Surveillance

concept: observe your persuadee overtly

mechanism: normative control, social facilitation (?),

example: webcam for using public services; (auto watch)

Conditioning

concept: incentives schemes help

mechanism: operant conditioning; shaping

example: gaming; learn procedures

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Effects of Immersion and a Virtual Coach on

Motivation and Presence with a Home Fitness

Application

An object frequently

encountered at yard

sales,

or gathering dust in the

attic is the stationary

exercise bike.


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Gaming in Context:

Effecten van de fysieke en

sociale omgeving op game-

beleving en sociale interacties

rondom de game

•creates rewarding situations

•learning about world

•ideological persuasion

>ethical issues

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Persuasive Gaming

Illustrations in energy consumption

blue light signals outdoor temperature for switching off

airco (Seligman, 1978)> prompt

monitor indicates electricity consumption rate/costs (eg

Hutton) >aggregated behavioral feedback

thermo-sensitive tiles in bathroom: non-verbal

behavioral feedback

visualized electric pulses: issue attention enhancement

monitor gives interactive choice feedback before overt

action (McCalley, 2002): action specific interactive

feedback

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Using user interface of systems

User specific

Action specific

Immediate and interactive

PT as a tool that gives Interactive feedback

Interactive Feedback can be Effective

Reported improvement in energy consumption: 18 %

(compared to no feedback condition)

(e.g., McCalley & Midden, 2001, 2006)

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


Technological media provide experience

Simulated cause- and-effect scenarios

concept: what-if simulations explore potential consequences

mechanism: change beliefs

example: phobia therapy; learning social skills; risk taking

Simulated environments

concept:

create situations that reward and motivate

practice target behavior

exposure to frightening situations

role playing

examples: virtual fitness; fuel efficient driving; experience flood, manage asthma

Simulated objects

concept: virtuele objecten in reele omgeving

mechanism: direct experience of object

example: drunken driver simulation

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Persuasive mirror

visual behavioral

feedback for experiencing

highly self-relevant

effects of unhealthy

behavior

use activity and

behavioral sensoring

morphing technology

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Experiencing future risks

Lack of awareness and direct experience may

be compensated by simulated experience

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Virtual treatment of phobias and fears

phobia treatment using virtual

environments

systematic desensitization

comparable to standard

procedure

generalization to real world

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


Systems as Persuasive Social actors

rewarding people

modeling behavior or attitude

providing social support

Can a system be social and what makes it social?

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Social actor?

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Persuasive Social Actors

http://robotic.media.mit.edu/projects/robots/leonardo/overview/overview.html

PT as a tool that gives Social Feedback

Ham & Midden,

2008a, 2008b, 2009

Social Feedback

Factual Feedback

Feedback condition: Factual feedback

Participants in the factual feedback condition received interactive factual feedback about

their electricity use through the energy meter.

The energy meter gave

Participants feedback at

6 levels of specificity.

Social Feedback

Feedback condition: High-agency social feedback

This is Victor, an advanced robot

with a mind of his own. He will provide

you with feedback on your electricity

use.

Social Feedback

Energy Consumption with

Social Feedback vs. Factual Feedback

47% lower energy

consumption!

Ham & Midden, 2008a, 2008b, 2009

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions



Similarity experiments at Stanford personality,

in/out group,

gratitude

Antecedents of trust trust in systems (Devries & Midden)

trust in information sources (Meijnders etal)

Social trust caring

shared values vs. fairness

effects on risk taking, exceeding the familiar

the affective pathway (Midden& Huijts)

Trust and credibility on the web ...

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Trust in automated systems


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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


Persuasive Technology and Health

Examples:

food phone

bronkie

magic mirror

vr fitness coach

In my steps

(empathy with cancer patient)

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some health related examples

weight mirror> anticipated regret

calorie monitor> behavioral feedback

bronkie video game: training self-efficacy

....

Interactive feedback and use of resources

application specific

use user interface

behavior specific

decision focused

goal specification and goal-feedback linkage

>more extensive support of sustainable consumption patterns (including behavior selection, social coordination).

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Mobile communication and persuasion

Recording daily

experiences

Stay informed

about the life of

others


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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


Some conclusions

Rapid spreading of persuasive technology

Need for understanding mechanisms and

effectiveness of persuasive agents.

Great potential for serving human wellbeing,

e.g. health, sustainability, social

responsibility, empowerment.

Need for ethics and regulation, e.g. in

commercial and ideological domains.

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communication



Definitions

Advantages of PT

Functional triad:

PT as a Tool

PT as a Medium



Some more examples

Conclusions


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communication




Disadvantages of traditional PT

Properties of Ambient PT

Low conscious perceptual attention

Low conscious cognitive attention

Ethical questions

Daily lifeYou have to set the

temperature to 60ºC


Traditional PT

• needs focal attention

• takes away cognitive resources

• users must be motivated to pay attention to it

A challenge to traditional Persuasive Technology:

• In real-life situations, people do not have these cognitive

resources available!

• Persuasive technology might even give rise to reactance

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communication








Ethical questions


Recently, technology can be integrated into

the environment unobtrusively

APT can attempt to influence user behavior

By getting 'out of the box', and becoming a

part of the environment

Influence at a low level of conscious

perceptual attention

Influence at a low level of conscious

cognitive attention

Without reactance?

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communication








Ethical questions


Implicit feedback

For example:

Wattson provides feedback

about energy use in relatively

implicit ways.

http://www.ambientdevices.com/cat/orb/orborder.html

Ambient PT giving feedback

Some other examples

Tatsuo Nakajima, Waseda University,

Tokyo

http://www.dcl.info.waseda.ac.jp/home/index.html

perFrames: Persuasive Picture Frames

for Proper Posture

(Obermair et al., 2008)

Is this ambient or focal?

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communication








Ethical questions

APT can persuade without conscious

cognitive attention

Earlier research has not answered this question

Fundamental characteristic of APT

If APT cannot, it might also be sensitive to

cognitive load ….

And loose its power after attention is lost

Subliminal feedback

feedback for 22 ms.

Discussion

Supraliminal (interactive) feedback and

subliminal (interactive) feedback both

led to more correct energy consumption

ratings as compared to receiving no

feedback

APT can influence unconsciously!

Discussion

Subliminal feedback is unconscious:

22 ms (as reported in earlier literature)

funneled questions about awareness: no

participant reported seeing the happy or

sad faces

APT can influence unconsciously!

You have to set the

temperature to 60ºC

http://www.ambientdevices.com/cat/orb/orborder.html

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communication








Ethical questions

Ethical considerations

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communication








Ethical questions

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communication




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Jaap Ham


Eindhoven University of Technology

Human-Technology Interaction Eindhoven University of Technology · 2009-09-12 · persuasive...

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