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Persuasive Technology




                  Arjan Haring, 23 juni 2010, TNO ICT
Arjan Haring

   Human-Computer Interaction
        Board member Chi Netherlands 2006 - 2010
   Management Consultancy
...
Today

   Introduction Persuasive Technology
        Sustainable Behavior
        Healthy Behavior
        Consumer Be...
Persuasive Technology




Cees Midden, TU/e                   BJ Fogg, Stanford

    “technology that is designed to chang...
The Piano Stairs




     66% more people than normal chose
        the stairs over the escalator.
                       ...
The Urinal Fly




           Spillage at the airport decreased by 80%!




   Spillage at Amsterdam Airport decreased by ...
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 E...
PT in Health: Persuasive Mirror




                            Visualizing eating, sleeping,
                            ...
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
   Scarcit...
Measuring behavior

    Healthy          Sustainable        Consumer          Moral
    Activity         Carbon footprint ...
Behavioral Economics




Amos Tversky, Stanford             Daniel Kahneman, Princeton
  (1937 – 1996)

   “A field of eco...
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...
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 th...
Thank you


Questions?


Arjan.Haring@HU.nl
Arjan@Designforconversion.nl
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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.

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Transcript of "Introduction Persuasive Technology & Behavioral Economics"

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