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Cross medialabtalk

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Cross medialabtalk

  1. 1. Persuasive Technology <br />Leveraging innovative technology to break the social influence performance plateau<br />Behaveinnovation lab<br />Clean<br />Arjan Haring<br />21th of September, 2011<br />
  2. 2. Arjan Haring, Applied Researcher<br />Lecturer/PhD Student<br />Director of the Clean BehaveInnovationLab<br />FounderTEDxHogeschoolUtrecht<br />Entrepreneur<br />
  3. 3. Meet (some of) the Guru’s<br />BJ Fogg Robert Cialdini Dan Ariely<br />
  4. 4. The Piano Stairs<br />66% more people than normal chose <br />the stairs over the escalator. <br />Fun Theory<br />
  5. 5. “No one wants a dead plant on their dash”<br />BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good<br />
  6. 6. Or let your gnome freeze to dead for that matter<br />
  7. 7. Persuade people to stick to their daily medication regimens<br />86 percent effective at getting people to remember to take their doses<br />BJ Fogg in CNN Tech 5 'persuasive' technologies to help you be good<br />
  8. 8. How Fat is Ken?<br />Twitter.com/howfatisken<br />www.withings.com<br />
  9. 9. The power of Comparison: Social Influence<br />60 to 80 percent of people change their energy behaviors<br />
  10. 10. Social Influence Challenge: The Performance Plateau<br />People tend to follow the norm.<br />
  11. 11. Solution 1: Segmentation of norms<br />What about “really efficient neighbors”? Fellow treehuggers? Or others like you. <br />
  12. 12. Setting up the experiment<br />Plugwise<br />
  13. 13. Solution 2: <br />An Adaptive Persuasive System<br />Authority <br />1. “You get a good exercise by taking the stairs instead of the elevator.” – Bert<br />Clarenbeek, gym instructor<br />2. Doctors recommend taking the stairs.<br />3. “Taking the stairs helps you shape up your buttocks.” – Jessica de Groot, zumbainstructor<br />Commitment & Consistency<br />4. Planned to become healthier? Start by taking the stairs!<br />5. Committed to get in shape? Start by taking the stairs!<br />6. Promised yourself to be more physically active? Take the stairs!<br />Consensus 7. 70% of the people in this building already take the stairs. What about you?<br />8. The majority of the people in this building takes the stairs. Join them now!<br />9. Follow many other people; take the stairs!<br />Personalized Persuasion in Ambient Intelligence: the<br />APStairs System, Sakai et al<br />
  14. 14. PersuasionAPI Disclaimer<br />“new work by MauritsKaptein<br />and Dean Eckles, doctoral <br />students in communications <br />at Stanford University” shows <br />“Retailers could not only <br />personalize which products <br />are shown, they could <br />personalize the way they’re <br />pitched, too.” <br />Welcome to the Brave New World of Persuasion Profiling<br />
  15. 15. Combination of Strategies lowers Persuasion Power<br />
  16. 16. Individuals are different in their responses to persuasion strategies<br />New research has focused not just on “average” effects – the overall persuasion over groups of people – but rather on the effects of persuasive strategies on individual people. <br />
  17. 17. Persuasion Profiling<br />
  18. 18. Questions<br />Arjan.Haring@HU.nl<br />@arjanharing<br />

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