1.
Persuasive Technology
Arjan Haring, 23 juni 2010, TNO ICT

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.
Today
 Introduction Persuasive Technology
 Sustainable Behavior
 Healthy Behavior
 Consumer Behavior
 Moral Behavior
 Introduction Behavioral Economics
 (Policy)

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.
The Piano Stairs
66% more people than normal chose
the stairs over the escalator.
Fun Theory

6.
The Urinal Fly
Spillage at the airport decreased by 80%!
Spillage at Amsterdam Airport decreased by 80%!

7.
Naked Roads
Casualties fell by 10% and traffic
speeds reduced to less than 30kph

8.
Non-Persuasive Technology?
Do Defaults Save Lives?

9.
Non-Persuasive Technology?
Not changing passwords
set by vendors is a big security risk

10.
Ambient Persuasive Technology

11.
Smells like Clean Spirit
Smells like Clean Spirit, Rob Holland.

12.
PT for Sustainable Behavior

13.
PT for Sustainable behavior

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.
PT in Health: Persuasive Mirror
Visualizing eating, sleeping,
smoking, sunbathing and
exercising habits
Persuasive Mirror

16.
PT-health: Exercising
Nike + Philips: Direct Life

17.
PT in Health: Abri Scale
N=5, Scale in Abri

18.
PT in Advertising: ABN AMRO
http://www.abnamro.nl/ via Evert Stobbe

19.
Prosocial Behavior?
Dan Ariely on Cheating

20.
Moral Behavior?
Dan Ariely on Cheating

21.
Mobile Safety Watch

22.
Persuasion Profiling
 Reciprocity
 Commitment and Consistency
 Social Proof
 Authority
 Liking
 Scarcity
Cialdini: Weapons of Influence Maurits Kaptein, TU/e & Stanford

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.
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.
The Behavioral Economics hype

26.
Peak-end Rule
Peak-end Rule

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.
Risk Aversion: Driver’s License
Italy deducts points
Great Britain adds points

29.
List of Cognitive Biases
Cognitive Biases

30.
Design with Intent
Design with Intent

31.
Design: Mental Notes
Get Mental Notes

32.
Brain, Behavior Design kit
Brain, Behavior & Design

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.
Thank you
Questions?
Arjan.Haring@HU.nl
Arjan@Designforconversion.nl