Persuasive Technologies

Lynne Hall

Definition

“a computing system, device or application intentionally designed to change a person's attitudes or behaviour in a

predetermined way”

Fogg, 1999

How does Persuasion Occur?

“An interactive technology persuades by increasing a person's abilities, providing

users with an experience or by leveraging the power of social

relationships”

Is it new?

Not introducing new methods of persuasion

Using already established persuasive forms positive feedback competition / recognition

The technological setting is new

Functional Triad

Interactive Technology viewed as

a tool

a medium

a social actor

Functional Triad

Toolincreases

abilities

Mediumprovides

experience

Social Actorcreatesrelationships

PocketCalculator

Telerobotics

V irtualEnvironm ents

W ebAgent

ArcadeG am e

Digita l Pet

As a Tool

A computer application or system can provide humans with new abilities allowing people to do things more easily

Computer tools persuade by: Increasing self-efficacy By providing tailored information By leading people through a process

As Media

Can convey symbolic content (such as text or icons)

Can convey sensory content (such as virtual worlds and simulations).

Can suggest different pathways to persuasion

As Media (continued)

Can influence people by Providing first-hand experiences

Prompting insights into cause-effect relationships

Allowing cognitive and behavioural rehearsal

As Social Actors

Can invoke social response from users Especially effective when:

Adopting animate characteristics (physical features, emotions and voices)

Playing animate roles (coach, pet or opponent)

Following social dynamics (greetings, apologies and turn taking).

As Social Actors (continued)

Persuade people to change their attitudes and behaviours by: Providing social support

Modelling attitudes or behaviours

Leveraging social rules and dynamics

Persuasive Domains

Marketing

Health

Safety

Education

Categories

Desk-topmass audience potentiallimits interaction possibilities

Artefactsportablepotentially expensive / hi-tech requirements

Environment based incorporated into contextexpensive, high maintenance, security

Persuasive Approaches

Simulated ExperienceMarketingSurveillanceEnvironments of DiscoveryVirtual GroupsPersonalising Information

Commercial Persuasion

Branding

Corporate awareness

Similar to advertising

Based on models of buyer behaviour

Example: Onsale.com

www.onsale.comAuction Web siteCommercial with main aim to sellAims

Attract people to site Register at site Motivate people to purchase at site

Onsale.com

People have fun Get good deals Fair market price

Addictive…Users getting into debt

Social Persuasion

Often reflect commonly held views

Can be highly educational

Widespread appeal

Address single significant issue

Example: Coping With Bullying

CD ROM sponsored by RotaryAimed at childrenOffers variety of ways to deal with

bullyingAllows users to try different approaches

whilst in a safe environmentUsed in classroom / home as teaching aid

Coping with Bullying

“Safe” environmentDecisions have no adverse consequences

in real lifeWrong choices can demonstrate negative

results that might occur ”Better” choices result in positive

outcomes Can then be replicated in the real?

Persuasive Technology Trends

Most aimed at children and teenagers

Growing adult market Elective Persuasive Technology Compulsory Persuasive Technology

Buy-in by those with high socio-economic status

Ethics

Are there dangers in Persuasive Technologies?

What are the ethical issues?

Conclusions

Persuasive technology increasing in importance

Key domain likely to be commerceWidely seen on the web and in

edutainment style softwareHas many positive applicationsBut… Ethical Issues must be considered