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
The Piano Stairs
66% more people than normal chose
the stairs over the escalator.
The Urinal Fly
Spillage at the airport decreased by 80%!
Spillage at Amsterdam Airport decreased by 80%!
Casualties fell by 10% and traffic
speeds reduced to less than 30kph
Do Defaults Save Lives?
Not changing passwords
set by vendors is a big security risk
PT for Sustainable Behavior
HELP SAVE THE ENVIRONMENT
PARTNER WITH US TO HELP SAVE THE ENVIRONMENT
JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE
WE'RE DOING OUR PART FOR THE ENVIRONMENT.
CAN WE COUNT ON YOU?
Don't Throw in the Towel:
Use Social Influence Research
PT in Health: Persuasive Mirror
Visualizing eating, sleeping,
smoking, sunbathing and
Nike + Philips: Direct Life
Commitment and Consistency
Cialdini: Weapons of Influence Maurits Kaptein, TU/e & Stanford
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
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
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
An earthquake in California sometime in 2011,
causing a flood in which more than 1,000