Introduction Persuasive Technology & Behavioral Economics
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Introduction Persuasive Technology & Behavioral Economics

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This is the presentation I gave for TNO (an independent research organisation) as input for a program they are starting on Technology and Behavior Change.

This is the presentation I gave for TNO (an independent research organisation) as input for a program they are starting on Technology and Behavior Change.

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  • 1. Persuasive Technology Arjan Haring, 23 juni 2010, TNO ICT
  • 2. 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
  • 3. Today  Introduction Persuasive Technology  Sustainable Behavior  Healthy Behavior  Consumer Behavior  Moral Behavior  Introduction Behavioral Economics  (Policy)
  • 4. 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
  • 5. The Piano Stairs 66% more people than normal chose the stairs over the escalator. Fun Theory
  • 6. The Urinal Fly Spillage at the airport decreased by 80%! Spillage at Amsterdam Airport decreased by 80%!
  • 7. Naked Roads Casualties fell by 10% and traffic speeds reduced to less than 30kph
  • 8. Non-Persuasive Technology? Do Defaults Save Lives?
  • 9. Non-Persuasive Technology? Not changing passwords set by vendors is a big security risk
  • 10. Ambient Persuasive Technology
  • 11. Smells like Clean Spirit Smells like Clean Spirit, Rob Holland.
  • 12. PT for Sustainable Behavior
  • 13. PT for Sustainable behavior
  • 14. 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
  • 15. PT in Health: Persuasive Mirror Visualizing eating, sleeping, smoking, sunbathing and exercising habits Persuasive Mirror
  • 16. PT-health: Exercising Nike + Philips: Direct Life
  • 17. PT in Health: Abri Scale N=5, Scale in Abri
  • 18. PT in Advertising: ABN AMRO http://www.abnamro.nl/ via Evert Stobbe
  • 19. Prosocial Behavior? Dan Ariely on Cheating
  • 20. Moral Behavior? Dan Ariely on Cheating
  • 21. Mobile Safety Watch
  • 22. Persuasion Profiling  Reciprocity  Commitment and Consistency  Social Proof  Authority  Liking  Scarcity Cialdini: Weapons of Influence Maurits Kaptein, TU/e & Stanford
  • 23. 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
  • 24. 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
  • 25. The Behavioral Economics hype
  • 26. Peak-end Rule Peak-end Rule
  • 27. 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
  • 28. Risk Aversion: Driver’s License Italy deducts points Great Britain adds points
  • 29. List of Cognitive Biases Cognitive Biases
  • 30. Design with Intent Design with Intent
  • 31. Design: Mental Notes Get Mental Notes
  • 32. Brain, Behavior Design kit Brain, Behavior & Design
  • 33. 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.
  • 34. Thank you Questions? Arjan.Haring@HU.nl Arjan@Designforconversion.nl