Persuasive_Technology.ppt

1. Persuasive Technology
Dr. Zenah AlKubaisy - 2020

2. Persuasive Technology (PT)
 Persuasive Technology is initially designed to
modify users’ behaviours by persuasion and social
influence, not by force (Fogg, 2003).
 Fogg, (2003) claimed that “Captology, Computers
as persuasive technologies, is the study of
computers as persuasive technology to shape,
reinforce or change behaviour.”
 Persuasive Technology is defined by (Fogg, 2003)
as “interactive computing systems designed to
change people’s behaviour”.

3. Persuasive Technology (PT)
 The act of persuasion is also expected to follow
some ethical guidelines and avoid any deception to
achieve some target.
 Persuasive technology is broadly applicable and
can be applied to commerce, education and
learning, safety, environmental preservation,
occupational effectiveness, preventive health-care,
fitness and well-being, disease management,
personal finance, community involvement,
personal relationship, personal management and
self improvement.

4. Persuasive Intentions
 Fogg (1998) stated that there are three kinds of
persuasive intentions regarding technology:
endogenous, exogenous and autogenous.
 Endogenous intent is during the design of the
technology, “from within”, for example during
designing a technology the designer has intention
to persuade users by making the design simple
and attractive.

5. Persuasive Intentions
 Exogenous intent, is when someone provides the
technology to someone else with intent to change
his/her behaviour, “caused by external factors”
when parents provide their child a piece of
technology that can persuade the child to eat
healthy food.
 Autogenous intent comes from individual
themselves, “self-produced”, if they choose to use
a technology to change their behaviour, such as
downloading an application that can remind users
to drink enough water.

6. Persuasive Technology Categorization
 By the levels of persuasion: macro and micro.
 By the functional role: tool, media and social actor
 By the approach of intervention: a direct and an
indirect interaction

7. Levels of Persuasion
 Macro, “macrosuasion” is the term for the
technology that has been entirely designed to
shape target behaviours. For example, “Baby Think
It Over”, a persuasive technology, persuades
teenage females to avoid becoming pregnant.
 Micro, “microsuasion” is a term for the
technology that has less persuasive features
designed to shape target behaviours (Fogg, 2003).
For instance, eBay has feedback features that
persuade buyers and sellers to be honest in their
interactions.

8. Functional Role of the PT
 Technologies as Tools:
Technology can persuade users, when being used as
tools, to simplify the task, break down the process
and/or make the task more efficient. For example,
using SNTs to distribute a message very quickly and
easily for wider range can persuade users to apply
the system frequently.

9. Functional Role of the PT
 Technologies as Media
Technology can persuade users when it is used as a
symbolic and sensory piece of media.
• Symbolic media is when the technology uses
symbols to communicate, such as graphs or text.
• Sensory media is when the technology uses sensory
information, like audio and video.
• E.g, Facebook provides several features that allow
users to share different multimedia that expresses
their feelings, such as sharing a picture that
symbolises happiness to express their happiness.

10. Functional Role of the PT
 Technologies as Social Actor
Technology can persuade users when creating a
relationship between the user and that technology
as a social actor by providing good feedback,
modelling behaviour and providing social support.
• For instance, the language that is used inside the
technology makes it appears it is a living entity, like a
human in as such a human can sleep, you can put a
computer to sleep, a human die in a similar way a
computer can die.

11. Functional Role of the PT
 Direct and Indirect
• Technology can be used to persuade indirectly; when
the computer is used in the form of a Computer –
Mediated Communication (CMC) such as using SNTs,
instant message and others.
• Technology can persuade directly; when people are
persuaded through interacting directly with the
technology that the focus is on a Human – Computer
Interaction (HCI).

12. Design Approaches for PT
1. Fogg`s Behaviour Model for Persuasive Design
• Fogg (2009) proposed that there are three things
needed at the same time for behaviour to occur:
motivation, ability and trigger.
https://www.youtube.com/watch?v=jsbF9z6adAo
2. Fogg’s Behaviour Grid
https://www.youtube.com/watch?v=Sd7xx1n3dl8
3. The Persuasive System Design Model (PSD)

13. Design Approaches for PT
 Fogg`s Behaviour Model for Persuasive Design
Motivation
• An individual should be motivated to start and
continue their behaviour.
• Sensation: increasing pleasure or decreasing pain.
• Anticipation: increasing hope or decreasing fear
(politics).
• Social Cohesion: increasing social acceptance (rate
you good). e.g.: “Likes” or decreasing social rejection
(rate you bad).

14. Design Approaches for PT
 Fogg`s Behaviour Model for Persuasive Design
Ability
Individuals should have the ability to do the
behaviour when triggered:
• Simplicity: in a simpler way.
• Training: to do several skills (harder) or to use a new
technology within the only possible resources.
• Recourses: time, money, physical effort, brain cycles,
social deviance, breaking rules of society, and non-
routine.

15. Design Approaches for PT
 Fogg`s Behaviour Model for Persuasive Design
Trigger
An individual has to be sufficiently triggered at the
right time to perform the desired behaviour or
perform a chain of small behaviour that can lead to
perform other possible harder behaviours.
Different kind of triggers: Facilitator, Spark or
Signal

16. Design Approaches for PT
• Facilitator: (High motivation and low ability) inform
the user that the target behaviour is easy to perform
since all the necessary resources are available. For
instance, inviting friends into the social media takes
a few simple steps.
• Spark: (High ability and low motivation) by
highlighting fear or inspiring hope, such as, an
encouraging email message.
• Signal: (High ability and High motivation) a simple
reminder, such as a flashing light when you get a new
message.

17. Design Approaches for PT
 Fogg’s Behaviour Grid
The behaviour grid maps 15 types of behaviour changes;
• Green Behaviour is doing new or unfamiliar behaviour
one time, for a period of time and from now on.
• Blue Behaviour is doing Familiar behaviour one time, for
a period of time and from now on.
• Purple Behaviour is increasing behaviour intensity or
duration one time, for a period of time and from now on.
• Grey Behaviour is decreasing behaviour intensity or
duration one time, for a period of time and from now on.
• Black Behaviour is stopping doing behaviour one time,
for a period of time and from now on.

18. Design Approaches for PT
 Fogg’s Behaviour Grid
• To achieve any of Green Behaviour and Blue
Behaviour three variables must come together in the
same time; Trigger the behaviour when the person
is motivated and able to perform it.
• The behaviour will not occur if any variable is
missing. While to achieve Purple Behaviour, Grey
Behaviour and Black Behaviour, it is necessary to
change at least one of the variables.

19. Design Approaches for PT

20. Design Approaches for PT
 The Persuasive System Design Model (PSD)
• Oinas-Kukkonen, H. and Harjumaa M. (2008)
proposed a model for a persuasive technology
system framework based on Fogg’s Behaviour
Model (2003), which combined many different
principles that assist the use of suitable theories
for designing and evaluating a persuasive
technology.

21. Design Approaches for PT
 The Persuasive System Design Model (PSD)
It breaks down the development of persuasive
technology into three phases to reach behaviour
change:
• Understanding the key issues behind the persuasive
system,
• Analysing the persuasive context
• Designing the qualities.

22.  The Persuasive
System Design
Model (PSD)
Persuasive postulates
Analysing the persuasion context
Persuasive Software Features
Behaviour and/or attitude change
Reduction
Tunnelling
Tailoring
Personalization
Self – monitoring
Simulation
Rehearsal
Primary
Task
Support
Prise
Rewards
Reminders
Suggestion
Similarity
Liking
Social role
Dialogue
Support
Trustworthiness
Expertise
Surface credibility
Real-world feel
Authority
Third-party endorsements
Verifiability
System
Credibility
Support
Social learning
Social comparison
Normative influence
Social facilitation
Cooperation
Competition
Recognition
Social
Influence
Intended outcome
type
Use, User, Technology
Message, Route
Problem domain dependent
Features
User dependent Features
E.g. goals, motivation...
Technology dependent
Features
Use context
User context
Tech context
The Intent
The Event
The Strategy
Unobtrusive Useful and easy-to-
use
Transparency
Incremental
Direct & Indirect
Routes
Consistency
IT is never neutral

23. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
MIP has six elements: persuasive experience,
automated structure, social distribution, rapid
cycle, huge social graph and measured impact.
Facebook is the first social network that combined
these six elements in one system by opening their
platforms to third-party developers to produce and
distribute interactive applications (web apps) to
the millions of people linked in to an online social
network (Fogg, 2008).

24. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
1. Persuasive Experience (PX)
An experience that is formed to modify attitudes,
behaviours, or both through social influence
strategies. For instance, in Facebook, if users invite
their friend to the third-party app then Facebook
sends the request to that friend using text that is
created by the app.

25. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
2. Automated Structure
Automation serves two functions; firstly, digital
technology structures secondly, automation
simplifies the sharing of an experience with other
users. For instance, in social network platforms,
users can click few buttons only to extend and
accept invitations.

26. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
3. Social Distribution
It is vital that the persuasive experience is shared
from one friend to another through structured
social networks to gain credibility and simplicity.
For example, using one platform that the user
trusts for many apps makes the persuasive
experience more believable and simpler.

27. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
4. Rapid Cycle
“Rapid cycle time builds momentum and
enthusiasm.” The persuasive experience can be
disseminated quickly among users by shortening
the time requires for that persuasive experience.
For instance, the Newsfeed notifies users in
Facebook; the friends do not need to invite each
other.

28. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
5. Huge Social Graph
Social ties or structured interactions allow the PX
to reach millions of users.

29. Social Networking Technologies as PT
 Because of Mass Interpersonal Persuasion (MIP)
6. Measured Impact
The result of the PX is clear to the users and
makers. For example, in Facebook one can see how
many users used an app yesterday or installed one.

30. Social Networking Technologies as PT
 Becouse of Mass Interpersonal Persuasion (MIP)
6. Measured Impact
The captured statistics help MIS in three ways:
• the users who share PX can observe the success that
will increase the motivation for sharing more PX and
puts more pressure on the other users to accept the
invitation.
• the statistics provide social proof that this app could
be worth trying. Finally, it helps designers to improve
their PX by examining different approaches and
deciding which will work best (Fogg, 2008).

31. Social Networking Technologies as PT
 Studying social networking has been significantly
highlighted in different domains; psychology,
sociology, education, philosophy, business and
computer science.