HCI

Introduction of Persuasive Technology

Presented by Yao Meng

Mar. 25, 2014

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

Department of Computer Science, Inje University

What is Persuasive Technology?

I define persuasive technology as any interactive computing system designed to change peoples attitudes or behaviors.

B.J. Fogg Persuasive Technology: Using Computers to Change What We Think and Do (2003)
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Persuasive Technology in HCI

Captology is the study of computers as persuasive technologies.

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Trend in Interactive Technology

Focal areas in interactive technology

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Types of Persuasive Technology

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.

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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-bystep Examples: Software installation; registration on web forum

Tailoring
Provides personally relevant information to change a persons 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 Foggs 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. This is 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 opportunity to 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 or something 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 extended period 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

Mindbloom is an online application that allows users to set short and long-term life goals and priorities, and aims to build meaningful relationships between users. Main idea
Decide what is important Discover what motivates Take meaningful actions

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Decide What is Important

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

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

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

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 visit regularly and keep up with their goals.

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Examples: MyPyramid Blast Off

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

A player is given a recommended number of calories based on their age and gender, and then selects food from the five categories 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.