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.