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TYPOLOGY
OF
COMPUTER-SUPPORTED
INFLUENCE
@ags%	
  
PERSUASION
SOCIAL
INFLUENCE
@ags%	
  
PERSUASION
	
  	
  
an	
  ac%on	
  of	
  causing	
  someone	
  	
  
to	
  do	
  something	
  through	
  	
  
rea...
@ags%	
  
SOCIAL INFLUENCE
a	
  capacity	
  to	
  have	
  an	
  effect	
  on	
  	
  
the	
  behavior	
  of	
  someone	
  	
...
PERSUASION	
   SOCIAL	
  INFLUENCE	
  
Cialdini	
  (2009)	
  
Liking,	
  scarcity,	
  authority,	
  
consistency,	
  recip...
PERSUASION	
   SOCIAL	
  INFLUENCE	
  
Origin	
   Inten%on	
  or	
  agenda	
   Presence	
  of	
  other	
  people	
  
Drive...
COMPUTER – MEDIATED (CME)!
FACE–TO–FACE (FTF)!
COMPUTER – HUMAN (CHU)!
COMPUTER – MODERATED (CMO)!
INTERPERSONAL!
INFLUENC...
Interpersonal	
  
Face-­‐to-­‐face	
  
(FTF)	
  
Computer-­‐
mediated	
  
(CME)	
  
Computer-­‐
moderated	
  
(CMO)	
  
Co...
Content	
   Design	
  
Fixed	
   (FC)	
  	
  
Preset	
  by	
  developers	
  
and	
  owners	
  
Supports	
  CHU	
  influence...
@ags%	
  
Jogging:
374
Jogging:
12
Jogging:
0
Jogging:
82
Jogging:
20
COMPUTER-
SUPPORTED
INFLUENCE@ags%	
  
AGNIS@MIT.EDU
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Typology of Computer-Supported Influence: Moderation Effects in Socially Influencing Systems

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Persuasive technologies are commonly engineered to change behavior and attitudes of users through persuasion and social influence without using coercion and deception. While earlier research has been extensively focused on exploring the concept of persuasion, the present theory-refining study aims to explain the role of social influence and its distinctive characteristics in the field of persuasive technology. Based on a list of notable differences, this study outlines how both persuasion and social influence can be best supported through computing systems and introduces a notion of computer-moderated influence, thus extending the influence typology. The novel type of influence tends to be more salient for socially influencing systems, which informs designers to be mindful when engineering such technologies. The study provides sharper conceptual representation of key terms in persuasive engineering, drafts a structured approach for better understanding of the influence typology, and presents how computers can be moderators of social influence.

Published in: Science
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Typology of Computer-Supported Influence: Moderation Effects in Socially Influencing Systems

  1. 1. TYPOLOGY OF COMPUTER-SUPPORTED INFLUENCE @ags%  
  2. 2. PERSUASION SOCIAL INFLUENCE
  3. 3. @ags%   PERSUASION     an  ac%on  of  causing  someone     to  do  something  through     reasoning  or  argument    
  4. 4. @ags%   SOCIAL INFLUENCE a  capacity  to  have  an  effect  on     the  behavior  of  someone     in  a  social  context  
  5. 5. PERSUASION   SOCIAL  INFLUENCE   Cialdini  (2009)   Liking,  scarcity,  authority,   consistency,  reciprocity   Social  proof   Guadagno  et  al.   (2014)   External  pressure   O’Keefe  (1990)   Reasoning  and  argument   Ac%ons  of  surrounding   people   PePy  and  Cacioppo   (1986)   Central  and  peripheral   cues   RashoPe  (2007)   Wri@en  or  spoken   messages   Interac%on  with  others   Wood  (2000)   Detailed  argumenta%on   Enabled  by  complex   social  seEngs  
  6. 6. PERSUASION   SOCIAL  INFLUENCE   Origin   Inten%on  or  agenda   Presence  of  other  people   Driver   Reasoning  or  argument   Behavior  of  surrounding   people   Impact   Controlled  and  guided   Unpredictable  and   ambient   Direc%on   Push   Pull  
  7. 7. COMPUTER – MEDIATED (CME)! FACE–TO–FACE (FTF)! COMPUTER – HUMAN (CHU)! COMPUTER – MODERATED (CMO)! INTERPERSONAL! INFLUENCE! User! behavior! User! content! Dynamic! design! Dynamic! content! Persuasive! design!
  8. 8. Interpersonal   Face-­‐to-­‐face   (FTF)   Computer-­‐ mediated   (CME)   Computer-­‐ moderated   (CMO)   Computer-­‐ Human   (CHU)   Human   User   User  behavior   Designer   People  can   influence  each   other  in  the   physical  world   Users  can   influence  each   other  through   computers     Computers  can   amplify,   decrease,  or   reverse  influence   based  on  the   presence  (or   absence)  of  other   users  and  their   behavior     Computers  can   influence  users   when  designed   to  do  so  
  9. 9. Content   Design   Fixed   (FC)     Preset  by  developers   and  owners   Supports  CHU  influence     (FD)   Preset  by  designers   Supports  CHU  influence     Dynamic   (DC)   Generated  by  users   Supports  interpersonal   CME  influence     (DD)   Evolving  through  user   behavior   Supports  interpersonal   CMO  influence    
  10. 10. @ags%   Jogging: 374 Jogging: 12 Jogging: 0
  11. 11. Jogging: 82 Jogging: 20
  12. 12. COMPUTER- SUPPORTED INFLUENCE@ags%   AGNIS@MIT.EDU

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