Persuasive Technology

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Persuasive Technology

• Using Computers to Change What We Think and Do

B.J. FOGG
Rose Roberts, Nobu Takeo
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Contents

• What is Persuasive Technology (Captology)?
• Computers in persuasive roles
• Tool, Medium, Social actor
• Credibility and computers
• Case study

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What is Persuasive Technology?
Persuasion
Computing technologies
Behavior change Attitude change Motivation Chan
ge in worldview Compliance
Web sites Mobile phones Simulation Exercise
equipment Kiosks
Captology
Captology is a study of interactive computing
products created for the purpose of changing
people's attitudes or behaviors.
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Advantages over human persuaders

• Computers
• are persistent
• allow anonymity
• can handle huge volumes of data
• can use many modalities
• can scale
• can be ubiquitous

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Computers in Persuasive Roles

• Tool Increases capability
• Medium Provides experience
• Social actor Creates relationship

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Computers as persuasive tools

• Making desired outcome easier to achieve by
• Reduction complex to simple
• Tunneling narrowing scope
• Tailoring general to specific
• Suggestion intervening at the right time
• Self-monitoring feed back
• Surveillance observation
• Conditioning positive reinforcement

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Example Reduction
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Example Tunneling
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Example Tailoring
http//scorecard.org
http//map2.scorecard.org/AppletPage.jsp?SIZE300,
300APPLET_SIZE620,440VIEWdata/mainland/tri.vie
wEXTENT-13111324,3987473,-13092586,3976595
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Example Suggestion
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Example Self-Monitoring
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Example Surveillance
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Example Conditioning
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Computers in Persuasive Roles

• Tool Increases capability
• Medium Provides experience
• Social actor Creates relationship

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Computers as persuasive media

• Simulated cause-and-effect scenarios
• Simulated environments
• Simulated object

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Example Cause-and-Effect
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Example Environment Simulation
http//tulrich.com/
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Example Object simulation
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Computers in Persuasive Roles

• Tool Increases capability
• Medium Provides experience
• Social actor Creates relationship

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Computers as persuasive social actors

• Physical cue face, eyes, body movement
• Psychological cue preferences, humor, empathy
• Language cue praise, spoken language
• Social dynamics cue turn taking, cooperation
• Social roles cue teammate, opponent, pet

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Example Physical cue
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Example Physical cue
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Example Psychological Cue
The intense sunlight will clearly cause
blindness. The sunglasses are absolutely
important.
A
It seems that the intense sunlight could possibly
cause blindness. Without adequate vision, don't
you think that survival might become more
difficult? The sunglasses might be important.
B
People prefer social styles that are similar to
themselves in some way.
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Example language cue
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Example social dynamics
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Example Social dynamics
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Example Social role
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Social Cues Handle with care

• If we use social cues a lot,
• we either win bigger or lose bigger.

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Contents

• What is Persuasive Technology (Captology)?
• Computers in persuasive roles
• Tool, Medium, Social actor
• Credibility and computers
• Case study

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Credibility and computers
Perceived trustworthiness
Perceived expertise

Perceived credibility
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Credibility and computers
Perceived trustworthiness
Perceived credibility
Perceived expertise
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Perspectives of credibility

• Presumed
• general assumptions and stereotypes in the mind.
• Surface
• first impressions of surface traits
• Reputed
• third-party reports
• Earned
• experience over time

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Contents

• What is Persuasive Technology (Captology)?
• Computers in persuasive roles
• Tool, Medium, Social actor
• Credibility and computers
• Case study

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Overview of Captology

• Persuasion is an attempt to change attitudes
  and/or behaviors(without using coercion or
  deception) .
• Human computer interaction
• (not Computer mediated communication)?
• Planned effects
• (not outcomes)?
• Built-in intent
• (not outside intent)?
• Macro and Micro
• (online shop v.s. email, iphone)

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Examples
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Examples
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Examples
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http//www.useit.com/alertbox/20030303.html