Theory of Persuasion Technology

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Reading Room Singapore organized a breakfast event in September on User Experience.

Our speaker, Foong Pin Sym from National University of Singapore (NUS) gave a talk on how can technology be used to influence and change behavior. More information of the event: http://rroom.me/breakfasttalksept

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Theory of Persuasion Technology

  1. 1. • Monitoring & Reflection • Concrete Goals and Rewards • Ongoing Practice • Controlled exposure to conditions • Facilitation of role playing • Adopting perspectives 6 Principles of Persuasion (Cialdini,2002) 7 Value Propositions of Persuasive Technology (Fogg, 2003) Social Psychology Mechanism (Atkinson, 2006) GUIDES SIMULATIONSTHEORY OF PLANNED BEHAVIOUR USER EXPERIENCE DESIRABLE USEFUL USABLE PERSUADING WITH TECHNOLOGY • Stay-at-home mum • Part time, freelance work • Flexible hours • Vulnerable to “double work” • Perpetual standby • Mobile as management of work and family • EXERCISE? MOBILE MUM SIMULATIONS The Graveyard by Auriea Harvey and Michael Samyn http://tale-of-tales.com/TheGraveyard/index.html SIMULATIONS ‘Sneeze’ sponsored by GlaxoSmithKline. http://www.miniclip.com/games/sneeze/en/ BEHAVIOURBEH. INTENTION ATTITUDE TOWARD BEHAVIOUR A. Beliefs about the outcome of the behaviour “If I run often with Z I will be healthy” B. Evaluation of the expected outcomes “Running with Z is fun” SUBJECTIVE NORMS C. Normative beliefs “My family and friends think I should use Z” D. Motivation to comply “I want to do what they want me to” PERCEIVED BEHAVIOURAL CONTROL E. Control beliefs “There is nothing stopping me from using Z” F. Perceived power “I have the ability to use Z” THEORIES OF PERSUASION AND THE ROLE OF TECHNOLOGY Foong Pin Sym, NUS
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