Introduction Persuasive Technology & Behavioral Economics

Persuasive Technology Arjan Haring, 23 juni 2010, TNO ICT

Arjan Haring  Human-Computer Interaction  Board member Chi Netherlands 2006 - 2010  Management Consultancy  Paul Postma Marketing Consultancy 2005 - 2008  Lecturer Persuasive Technology  Projectmanager Mobile Safety Watch  Conference organizer  2008 – now: Amsterdam, Cologne & New York

Today  Introduction Persuasive Technology  Sustainable Behavior  Healthy Behavior  Consumer Behavior  Moral Behavior  Introduction Behavioral Economics  (Policy)

Persuasive Technology Cees Midden, TU/e BJ Fogg, Stanford “technology that is designed to change attitudes or behaviors of the users through persuasion and social influence, but not through coercion” Fogg 2002 Founding Fathers Persuasive Technology

The Piano Stairs 66% more people than normal chose the stairs over the escalator. Fun Theory

The Urinal Fly Spillage at the airport decreased by 80%! Spillage at Amsterdam Airport decreased by 80%!

Naked Roads Casualties fell by 10% and traffic speeds reduced to less than 30kph

Non-Persuasive Technology? Do Defaults Save Lives?

Non-Persuasive Technology? Not changing passwords set by vendors is a big security risk

Ambient Persuasive Technology

Smells like Clean Spirit Smells like Clean Spirit, Rob Holland.

PT for Sustainable Behavior

PT for Sustainable behavior

PT for Sustainable Behavior HELP SAVE THE ENVIRONMENT PARTNER WITH US TO HELP SAVE THE ENVIRONMENT JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT WE'RE DOING OUR PART FOR THE ENVIRONMENT. CAN WE COUNT ON YOU? Don't Throw in the Towel: Use Social Influence Research

PT in Health: Persuasive Mirror Visualizing eating, sleeping, smoking, sunbathing and exercising habits Persuasive Mirror

PT-health: Exercising Nike + Philips: Direct Life

PT in Health: Abri Scale N=5, Scale in Abri

PT in Advertising: ABN AMRO http://www.abnamro.nl/ via Evert Stobbe

Prosocial Behavior? Dan Ariely on Cheating

Moral Behavior? Dan Ariely on Cheating

Mobile Safety Watch

Persuasion Profiling  Reciprocity  Commitment and Consistency  Social Proof  Authority  Liking  Scarcity Cialdini: Weapons of Influence Maurits Kaptein, TU/e & Stanford

Measuring behavior Healthy Sustainable Consumer Moral Activity Carbon footprint Conversion rate Crime rate # steps, calories km/l, kWh # orders, calls # crimes … … … … “Measuring behavior is core to Persuasive Technology” Jaap Ham, TU/e

Behavioral Economics Amos Tversky, Stanford Daniel Kahneman, Princeton (1937 – 1996) “A field of economics that studies how the actual decision- making process influences the decisions that are reached.” Founding Fathers Behavorial Economics

The Behavioral Economics hype

Peak-end Rule Peak-end Rule

Conjuction Fallacy Please rate the probability that the following event will occur in 2011...  A massive flood somewhere in North America in 2011, in which more than 1,000 people drown.  An earthquake in California sometime in 2011, causing a flood in which more than 1,000 people drown. Conjunction Fallacy

Risk Aversion: Driver’s License Italy deducts points Great Britain adds points

List of Cognitive Biases Cognitive Biases

Design with Intent Design with Intent

Design: Mental Notes Get Mental Notes

Brain, Behavior Design kit Brain, Behavior & Design

Policy: Libertarian Paternalism The concept of Libertarian paternalism launched by Sunstein and Thaler is about policy that gives you options while achieving society’s goals.

Thank you Questions? Arjan.Haring@HU.nl Arjan@Designforconversion.nl

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Introduction Persuasive Technology & Behavioral Economics

by Arjan Haring

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