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Cross medialabtalk Cross medialabtalk Presentation Transcript

  • Persuasive Technology
    Leveraging innovative technology to break the social influence performance plateau
    Behaveinnovation lab
    Clean
    Arjan Haring
    21th of September, 2011
  • Arjan Haring, Applied Researcher
    Lecturer/PhD Student
    Director of the Clean BehaveInnovationLab
    FounderTEDxHogeschoolUtrecht
    Entrepreneur
  • Meet (some of) the Guru’s
    BJ Fogg Robert Cialdini Dan Ariely
  • The Piano Stairs
    66% more people than normal chose
    the stairs over the escalator.
    Fun Theory
  • “No one wants a dead plant on their dash”
    BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good
  • Or let your gnome freeze to dead for that matter
  • Persuade people to stick to their daily medication regimens
    86 percent effective at getting people to remember to take their doses
    BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good
  • How Fat is Ken?
    Twitter.com/howfatisken
    www.withings.com
  • The power of Comparison: Social Influence
    60 to 80 percent of people change their energy behaviors
  • Social Influence Challenge: The Performance Plateau
    People tend to follow the norm.
  • Solution 1: Segmentation of norms
    What about “really efficient neighbors”? Fellow treehuggers? Or others like you.
  • Setting up the experiment
    Plugwise
  • Solution 2:
    An Adaptive Persuasive System
    Authority
    1. “You get a good exercise by taking the stairs instead of the elevator.” – Bert
    Clarenbeek, gym instructor
    2. Doctors recommend taking the stairs.
    3. “Taking the stairs helps you shape up your buttocks.” – Jessica de Groot, zumbainstructor
    Commitment & Consistency
    4. Planned to become healthier? Start by taking the stairs!
    5. Committed to get in shape? Start by taking the stairs!
    6. Promised yourself to be more physically active? Take the stairs!
    Consensus 7. 70% of the people in this building already take the stairs. What about you?
    8. The majority of the people in this building takes the stairs. Join them now!
    9. Follow many other people; take the stairs!
    Personalized Persuasion in Ambient Intelligence: the
    APStairs System, Sakai et al
  • PersuasionAPI Disclaimer
    “new work by MauritsKaptein
    and Dean Eckles, doctoral
    students in communications
    at Stanford University” shows
    “Retailers could not only
    personalize which products
    are shown, they could
    personalize the way they’re
    pitched, too.”
    Welcome to the Brave New World of Persuasion Profiling
  • Combination of Strategies lowers Persuasion Power
  • Individuals are different in their responses to persuasion strategies
    New research has focused not just on “average” effects – the overall persuasion over groups of people – but rather on the effects of persuasive strategies on individual people.
  • Persuasion Profiling
  • Questions
    Arjan.Haring@HU.nl
    @arjanharing