SlideShare a Scribd company logo
1 of 83
PSYCHOLOGICAL ARCHITECTURES
& PERSUASIVE TECH
SXSW Interactive
Brian Cugelman, PhD
@cugelman
Austin, Texas
14 March 2015
BETA slides
AGENDA
• Starting out
• Foundational principles (crazy fast overview)
• Combining psychological principles
• Building Psychological Architectures
• Motivation and ability
• Solo and social selling
• Goals, feedback, progress
• Time-based processes of change
2
BRIAN CUGELMAN, PHD
3
imcba.comalterspark.com
FOUNDATIONAL PRINCIPLES
(CRAZY FAST OVERVIEW)
4
5
BEHAVIOR CHANGE TECHNOLOGIES
6
WHAT’S PERSUASIVE TECHNOLOGY
REALITY CHECK ON DIGITAL INFLUENCE
7
8
Let’s take a realistic approach to habit formation
with 66 avg days and most people abandoning your
technology after a few sessions.
9
INFLUENCE CAPACITY COMES FROM PERSUASIVE
INGREDIENTS BLENDED INTO OPTIMIZED RECIPES
OPTIMIZATION: THE MIX OF INGREDIENTS THAT
ACHIEVES THE MOST IMPACT WITH THE LEAST EFFORT
10
Number of persuasive ingredients
Influencepotential
How do you know when you have too few or too many?
Too
few
Too
many
Just right
Cugelman, B., Thelwall, M., & Dawes, P. (2011). Online Interventions for Social Marketing Health
Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors.
Journal of Medical Internet Research, 13(1), e17.
11How many ingredients can you find?
INTERACTIVE INFLUENCE MODEL
12
13
DOMAIN 1. SOURCE (CREDIBILITY)
DOMAIN 2. SOURCE MESSAGE
14
DOMAIN 3. MEDIA
15
DOMAIN 4. MESSAGE EXPRESSION
& INTERPRETATION
16
DOMAIN 5. AUDIENCE
17
DOMAIN 6. FEEDBACK EXPRESSION &
INTERPRETATION
18
DOMAIN 7. AUDIENCE FEEDBACK
19
DOMAIN 8. SOCIAL AND PHYSICAL CONTEXT
20
OPTIMIZATION
21
COMBINING PSYCHOLOGICAL
PRINCIPLES
22
HOW PHYSICAL FORCES COMBINE
23
Push
Which exerts the most physical force?
A
B
C
Pull
PullPush
Let’s discuss how to throw someone with Jujitsu.
HOW PSYCHOLOGICAL FORCES COMBINE
24
IncentiveA
B
C
Which exerts the most psychological pressure?
Avoiding punishment
(loss aversion)
Avoiding punishment
(loss aversion)
Incentive
25
C
Obtain reward
(If I buy more, I’ll save the
cost of shipping)
Avoid punishment
(If I don’t buy more, I’ll lose the
cost of shipping)
POWERFUL MECHANICS EXPRESS
MULTIPLE PRINCIPLES AT ONCE
26
C
WHAT IF WE HAVE COMPETING INCENTIVES?
27
Value proposition
KEEPING PRINCIPLES IN THE PERSUASIVE ZONE
28
PersuasiveZone
Lack of ability
(complexity)
Lack of credibility
Goal
CONSIDER THE NET IMPACT WHEN
COMBINING PSYCHOLOGY
• Do principles reinforce each other, providing
greater force in one direction? (e.g. carrot and
stick)
• Do principles contradict each other, pushing
users in contradictory directions? (e.g. free
shipping if you buy more or sign-up for a
program)
• Do principles overlap, canceling out the impact of
the other? (e.g. a good testimonial and bad star
rating)
29
REINFORCES OR UNDERMINES?
30
Setting goals and making
commitments Exercises 3
times per
week
Reminders & prompts
Setting goals and making
commitments Exercises 3
times per
week
Punish on failure
REINFORCES OR UNDERMINES?
31
Exercises 3
times per
week
Exercises 3
times per
week
Complicating
Remove personal barriers &
friction
WHAT IF WE WANT TO
DEMOTIVATE USERS?
32
Exercises 3
times per
week
Exercises 3
times per
week
Publicizing embarrassing
performance
Undermine confidence
BUILDING PSYCHOLOGICAL
ARCHITECTURES
33
34
NOMENCLATURE
FITTING THEM TOGETHER
Mechanics
Outcome
Respectful
privacy
policy
Honesty in
source
credibility
Expertise
in source
credibility
Client
testimonial
Social
learning
(norms)
Architecture
PSYCHOLOGICAL PRINCIPLES
36
PSYCHOLOGICAL PACKAGES
37
Stick Carrot
Pain Pleasure Motivation Ability
Fear Efficacy
Just a few examples
PSYCHOLOGICAL ARCHITECTURES
38
Theory of planned behavior
(Scientifically validated)
L.I.F.T
(Industry practice)
Psychological principles that reinforce each other,
producing effects greater than the sum of their parts.
Mechanics? What are some ways we might implement
these concepts in a landing page, to obtain a donation for
a social cause?
WHAT IF THE THEORY OF PLANNED BEHAVIOR
INSPIRED A USER INTERFACE?
39
Value proposition
[behavior, Intention]
Subjective norm
[Social learning]
Behavioral attitude
[Incentives,
Loss aversion]
Perceived behavioral control
[Self-confidence, Skills]
Now you’re doing evidence-based design.
FROM GAME-IFICATION TO TAMAGOTCH-IFICATION, TO
WHATEVER-IFICATION
40
?
?
?
?
What if a Tamagotchi inspired a user interface?
MOTIVATION AND ABILITY
41
MOTIVATION-GATEWAY
42
2. Source message
201.Proposition that motivates (explicit,
implicit)
Incentives +(+):
-201 a. Promise they’ll gain pros +(+ +)
Loss aversion –(-):
-201 c. Promise they’ll avoid losing pros -(- +)
202. Path or opportunity (facilitated,
advocated)
203. CTA (overt, covert)
5. Audience 502. motivation (decision balance)
-502 a. Intellectual (beliefs)
-502 b. Emotional (attitudes)
503. Ability (internal outcome confidence)
7. Audience feedback 712. Reinforcement
712 a. Reward on success
43
44
45
Has this user
taken action
(signed-up,
paid, etc...)
Present something
the user wants
Give them what
they want
Tell them to take
an action, to get
what they want
Did they take
the action?
START
Y
Y
N
N
EXTENDED PARALLEL PROCESS MODEL
46
2. Source
message
201.Proposition that motivates (explicit, implicit)
Loss aversion –(-):
-201 c. Promise they’ll avoid losing pros -(- +)
-201 d. Promise they’ll avoid gaining cons -(+ -)
202. Path or opportunity (facilitated, advocated)
5. Audience 502. Motivation (decision balance)
-502 a. Intellectual (beliefs)
-502 b. Emotional (attitudes)
503. Ability (internal outcome confidence)
-503 a. Skills
-503 b. Self-confidence (efficacy)
47
48
MALWARE AND ANTI-VIRUS USE SIMILAR TACTICS
49
SOLO AND SOCIAL SELLING
50
51
LANDING PAGE
52
Proposition
Source
Proposition (provide pros)
Motivation (intellectual)
Path
Call to action
Call to action
Removing
personal
barriers &
friction
Proposition (provide pros)
Motivation (intellectual, Emotional)
WILL I GET SOMETHING THAT MEETS MY NEEDS?
53
Belief Attitude Trust Action
Outcome
confidence
Intellectual
evidence
Emotional
appeal Ability
http://www.my-landing-page.com
54
Benefit from this awesome
value proposition
Wicked benefits
•You’ll gain this
•You reduce this stress
•You’ll save all this time
Unique features
•We provide all these features
•You’ll be able to do all of this
•This is how it works
Emotionally
evocative image
Example of its
features or
how it works
100%
confidence
guarantee
Sign-up NOW.
GROUP BUYING
55
Principles
1. Motivation (Proposition)
2. Framing offers
3. Scarcity and urgency
4. Social learning (norms)
5. Social diffusion
6. Source credibility
7. Trust in the source and path
8. Call to action
56
Motivation (proposition)
Scarcity and urgency
Social
learning
(norms)
CTA
Framing offers
Social diffusion
Motivation
(intellectual
, emotional)
Motivation (intellectual, emotional)
Source
Trust
Likeable,
Similar
Source
Scarcity and
urgency
Social
diffusion
GOALS, FEEDBACK, PROGRESS
57
Feedback loop (self-regulation)
58
Compare goal to
performance
(reaction)
Behavioral
outcome
(variable)
Set a goal
(reference value)
Barriers &
friction
(disturbance)
Receive feedback
on performance
(input)
Perform
behavior
(output)
Carver, C. and M. Scheier (2005). On the structure of behavioral self-regulation. Handbook of self-regulation. M. Boekaerts, P. Pintrich and M. Zeidner. San
Diego, USA, Guilford Press.
59
WITHINGS SCALE
LOOP TYPES
Reference value (norm)
Behavioral outcome (variable)
-
+
Persistence and self-confidence
61
Perform
behavior
(output)
Evaluate
expectancy
of success
Carver, C. and M. Scheier (2005). On the structure of behavioral self-regulation. Handbook of self-regulation. M. Boekaerts, P. Pintrich and M. Zeidner. San
Diego, USA, Guilford Press.
Self-
regulation
Success?
Attain
goals
Yes
No
Give up
Confident
(hopeful)
No
Yes
GAMIFICATION
62
Cugelman, B. Gamification: What It Is and Why It Matters to Digital Health Behavior Change
Developers. JMIR Serious Games, 1(1), e3.
63
WHAT’S A GAME
64
DEFINING GAMIFICATION
65
Using game design elements in non-game contexts
IT’S NOT GIVING OUT SUPERFICIAL POINTS
66
GAMIFICATION: IT'S NOT ABOUT BADGES
67
"A soldier will fight long and
hard for a bit of colored
ribbon."
-Napoleon Bonaparte
THE MOTIVATIONAL VALUE OF BADGES/POINTS
68
Cashing in
your points
3. Foursquare
badges
1. War hero
ribbons
4. Rat race
2. World of
Warcraft
points
5. Nobel
peace
prize
FLOW
69Mihály Csíkszentmihályi
Challenge
Skilllow high
high
low
Stress
Boredom
TOP 10 GAMIFICATION MECHANICS
70
Mechanics
1. Providing clear goals
2. Offering a challenge
3. Using levels (incremental challenges)
4. Allocating points
5. Showing progress
6. Providing feedback
7. Giving rewards
8. Providing badges for achievements
9. Showing the game leaders
10. Giving a story or theme
Hamari, J., J. Koivisto, et al. (2004). Does Gamification Work? – A Literature Review of Empirical Studies on Gamification.
47th Hawaii International Conference on System Sciences, Hawaii, USA.
POINTS, BADGES, AND LEADERBOARDS
71
What’s are the principles that matter? (gigya.com plugin)
LeaderboardBadgesPoints
GAMIFICATION AND HEALTH BEHAVIOR CHANGE
72
Gamification principles Proven health behavior change principles and techniques Cohen's d
1. Goal setting Agree behavioral contract 0.275
Goal setting (behavior) 0.245
Motivation and goals (intention) 0.229
2. Capacity to overcome challenges Time management 0.343
Action planning 0.24
Barrier identification/problem solving 0.224
Provide information on where and when to perform the behavior 0.218
Provide instruction on how to perform the behavior 0.212
Model/demonstrate the behavior 0.21
Skills 0.185
3. Feedback on performance Prompt self-monitoring of behavioral outcome 0.263
Prompt self-monitoring of behavior 0.223
Provide information on consequences of behavior relevant to the individual 0.208
Provide information about others’ approval 0.206
Memory, attention, and decision processes 0.188
4. Reinforcement Provide rewards contingent on successful behavior 0.291
5. Compare progress Prompt self-monitoring of behavioral outcome 0.263
Provide normative information about others’ behavior 0.246
Facilitate social comparison 0.226
Prompt self-monitoring of behavior 0.223
Provide information about others’ approval 0.206
6. Social participation Social influences (norms) 0.25
Plan social support/social change 0.25
Provide normative information about others’ behavior 0.246
Model/demonstrate the behavior 0.21
Provide information about others’ approval 0.206
Cugelman, B. Gamification: What It Is and Why It Matters to Digital Health Behavior Change
Developers. JMIR Serious Games, 1(1), e3.
TIME-BASED PROCESSES OF
CHANGE
73
INTEGRATED MODEL
74
Aware &
Familiar
Interest &
Consideration
Desire &
Decision
Action
Maintenance
& Loyalty
Abandonment & Relapse
Prochaska’s stages of change, adapted with commercial stages.
75
COACHING: GOAL ATTAINMENT
PSYCHOLOGICAL ARCHITECTURE OF
HEALTH BEHAVIOR CHANGE TECHNOLOGIES
CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions for social marketing health behavior change
campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research, 13(1),
e17. http://www.jmir.org/2011/1/e17/
76
EffectSize(d)
Interventions(%)
77
DECISION BALANCE: PROS AND CONS
78
Aware & Familiar
Interest &
Consideration
Desire &
Decision
Action
Maintenance
& Loyalty
Cons of change
More important in the unaware stage
Pros of change
More important in the action stage
Adapted from Prochaska, J., Norcross, J., & DiClemente, C. (1995). Changing for Good: A Revolutionary
Six-Stage Program for Overcoming Bad Habits and Moving Your Life Positively Forward: Collins
Messagingvalence
CARROT AND STICK
Good cop. Bad cop.
2. Source message
201.Proposition that motivates (explicit,
implicit)
Incentives +(+):
-201 a. Promise they’ll gain pros +(+ +)
-201 b. Promise they’ll lose cons +(- -)
Loss aversion –(-):
-201 c. Promise they’ll avoid losing pros -(- +)
-201 d. Promise they’ll avoid gaining cons -(+ -)
202. Path or opportunity (facilitated,
advocated)
203. CTA (overt, covert)
7. Audience
feedback
712. Reinforcement
-712 a. Reward on success
-712 b. Punish on failure
PROGRESSIVE THREATS
The opposite of the most effective health behavior change process
Time
Messagingvalence
81
CLOSING
82
Thanks so much.
83
Next steps:
1. Stay in touch on Twitter
@cugelman
2. Learn about our workshops
alterspark.com/dbc
3. Learn about group training
info(at)alterspark.com

More Related Content

What's hot

Basic Efficiency Resource: A framework for measuring the relative performance...
Basic Efficiency Resource: A framework for measuring the relative performance...Basic Efficiency Resource: A framework for measuring the relative performance...
Basic Efficiency Resource: A framework for measuring the relative performance...Brian Cugelman, PhD (AlterSpark)
 
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...HIMSS
 
Increasing Security Sensitivity With Social Proof: A Large-Scale Experimenta...
Increasing Security Sensitivity With Social Proof: A Large-Scale  Experimenta...Increasing Security Sensitivity With Social Proof: A Large-Scale  Experimenta...
Increasing Security Sensitivity With Social Proof: A Large-Scale Experimenta...Jason Hong
 
Using Behavioral Science to Secure Your Organization
Using Behavioral Science to Secure Your OrganizationUsing Behavioral Science to Secure Your Organization
Using Behavioral Science to Secure Your OrganizationMasha Sedova
 
Teams vs. individual incentives
Teams vs. individual incentivesTeams vs. individual incentives
Teams vs. individual incentivesPreeti Bhaskar
 
Employee Activism in the Age of Purpose
Employee Activism in the Age of PurposeEmployee Activism in the Age of Purpose
Employee Activism in the Age of PurposeWeber Shandwick
 
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...Kurt Nelson, PhD
 
Engage in Transformation with Appreciative inquiry
Engage in Transformation with Appreciative inquiryEngage in Transformation with Appreciative inquiry
Engage in Transformation with Appreciative inquiryFrédéric Williquet
 
The 21st Century Movement - Charlie Kim and Meghan Messenger
The 21st Century Movement - Charlie Kim and Meghan MessengerThe 21st Century Movement - Charlie Kim and Meghan Messenger
The 21st Century Movement - Charlie Kim and Meghan MessengerNext Jump
 
High-Performance Communication, August 2014
High-Performance Communication, August 2014High-Performance Communication, August 2014
High-Performance Communication, August 2014Ed Batista
 
Accountability - A key tool for high performing teams
Accountability - A key tool for high performing teamsAccountability - A key tool for high performing teams
Accountability - A key tool for high performing teamsAlex Clapson
 
High-Performance Communication, June 2013
High-Performance Communication, June 2013High-Performance Communication, June 2013
High-Performance Communication, June 2013Ed Batista
 
Culture of Feedback
Culture of FeedbackCulture of Feedback
Culture of FeedbackNext Jump
 
Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION
 Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION
Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTIONEd Batista
 
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...Ed Batista
 
"Friend" Me: Social Media Privacy In A Supervisory Relationship
"Friend" Me: Social Media Privacy In A Supervisory Relationship"Friend" Me: Social Media Privacy In A Supervisory Relationship
"Friend" Me: Social Media Privacy In A Supervisory RelationshipGuy Sack, M.A.
 
Change, transformation and improvement: where's it going and what's love got ...
Change, transformation and improvement: where's it going and what's love got ...Change, transformation and improvement: where's it going and what's love got ...
Change, transformation and improvement: where's it going and what's love got ...Helen Bevan
 
Self-Coaching, Dec 2012
Self-Coaching, Dec 2012Self-Coaching, Dec 2012
Self-Coaching, Dec 2012Ed Batista
 

What's hot (19)

Basic Efficiency Resource: A framework for measuring the relative performance...
Basic Efficiency Resource: A framework for measuring the relative performance...Basic Efficiency Resource: A framework for measuring the relative performance...
Basic Efficiency Resource: A framework for measuring the relative performance...
 
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...
HIMSS Workshop - Emotional Intelligence, The Key to Leadership, Success and C...
 
Increasing Security Sensitivity With Social Proof: A Large-Scale Experimenta...
Increasing Security Sensitivity With Social Proof: A Large-Scale  Experimenta...Increasing Security Sensitivity With Social Proof: A Large-Scale  Experimenta...
Increasing Security Sensitivity With Social Proof: A Large-Scale Experimenta...
 
Analyze, Influence and Engage Your Customer - v1.7
Analyze, Influence and Engage Your Customer - v1.7Analyze, Influence and Engage Your Customer - v1.7
Analyze, Influence and Engage Your Customer - v1.7
 
Using Behavioral Science to Secure Your Organization
Using Behavioral Science to Secure Your OrganizationUsing Behavioral Science to Secure Your Organization
Using Behavioral Science to Secure Your Organization
 
Teams vs. individual incentives
Teams vs. individual incentivesTeams vs. individual incentives
Teams vs. individual incentives
 
Employee Activism in the Age of Purpose
Employee Activism in the Age of PurposeEmployee Activism in the Age of Purpose
Employee Activism in the Age of Purpose
 
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...
World at Work Total Rewards 2017 presentation - lantern group - behavioral sc...
 
Engage in Transformation with Appreciative inquiry
Engage in Transformation with Appreciative inquiryEngage in Transformation with Appreciative inquiry
Engage in Transformation with Appreciative inquiry
 
The 21st Century Movement - Charlie Kim and Meghan Messenger
The 21st Century Movement - Charlie Kim and Meghan MessengerThe 21st Century Movement - Charlie Kim and Meghan Messenger
The 21st Century Movement - Charlie Kim and Meghan Messenger
 
High-Performance Communication, August 2014
High-Performance Communication, August 2014High-Performance Communication, August 2014
High-Performance Communication, August 2014
 
Accountability - A key tool for high performing teams
Accountability - A key tool for high performing teamsAccountability - A key tool for high performing teams
Accountability - A key tool for high performing teams
 
High-Performance Communication, June 2013
High-Performance Communication, June 2013High-Performance Communication, June 2013
High-Performance Communication, June 2013
 
Culture of Feedback
Culture of FeedbackCulture of Feedback
Culture of Feedback
 
Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION
 Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION
Ed Batista, The Art of Self-Coaching @StanfordGSB, Class 3: ATTENTION
 
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...
Ed Batista, The Art of Self-Coaching @StanfordBiz, Class 6: RESILIENCE & VULN...
 
"Friend" Me: Social Media Privacy In A Supervisory Relationship
"Friend" Me: Social Media Privacy In A Supervisory Relationship"Friend" Me: Social Media Privacy In A Supervisory Relationship
"Friend" Me: Social Media Privacy In A Supervisory Relationship
 
Change, transformation and improvement: where's it going and what's love got ...
Change, transformation and improvement: where's it going and what's love got ...Change, transformation and improvement: where's it going and what's love got ...
Change, transformation and improvement: where's it going and what's love got ...
 
Self-Coaching, Dec 2012
Self-Coaching, Dec 2012Self-Coaching, Dec 2012
Self-Coaching, Dec 2012
 

Similar to Psychological Architectures & Persuasive Technology (SXSW)

How to Ease the Pain of Change
How to Ease the Pain of ChangeHow to Ease the Pain of Change
How to Ease the Pain of ChangeKaiNexus
 
Play, Collaborate, & Change Workshop
Play, Collaborate, & Change WorkshopPlay, Collaborate, & Change Workshop
Play, Collaborate, & Change WorkshopMad*Pow
 
How do you know you are delivering value lean meetup with polling results
How do you know you are delivering value   lean meetup with polling resultsHow do you know you are delivering value   lean meetup with polling results
How do you know you are delivering value lean meetup with polling resultsDevJam
 
Crash course in edugaming
Crash course in edugamingCrash course in edugaming
Crash course in edugamingPearson
 
Motivation slides from Workshop
Motivation slides from WorkshopMotivation slides from Workshop
Motivation slides from WorkshopKarl Kapp
 
[CoPA 2022] Effective Product Development Culture circa 2022.pdf
[CoPA 2022] Effective Product Development Culture circa 2022.pdf[CoPA 2022] Effective Product Development Culture circa 2022.pdf
[CoPA 2022] Effective Product Development Culture circa 2022.pdfJason Yip
 
Serious Games - How to use the most powerful communication tool of the next g...
Serious Games - How to use the most powerful communication tool of the next g...Serious Games - How to use the most powerful communication tool of the next g...
Serious Games - How to use the most powerful communication tool of the next g...Nico King
 
Gamification and the Moodle gradebook
Gamification and the Moodle gradebookGamification and the Moodle gradebook
Gamification and the Moodle gradebookNatalie Denmeade
 
The Product Mindset- Jonny Schneider (ThoughtWorks Live)
The Product Mindset- Jonny Schneider (ThoughtWorks Live)The Product Mindset- Jonny Schneider (ThoughtWorks Live)
The Product Mindset- Jonny Schneider (ThoughtWorks Live)Thoughtworks
 
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...Agile Montréal
 
3600motivation08
3600motivation083600motivation08
3600motivation08knksmart
 
Designing Behavior Change into Digital Solutions | A Medullan Webinar
Designing Behavior Change into Digital Solutions | A Medullan WebinarDesigning Behavior Change into Digital Solutions | A Medullan Webinar
Designing Behavior Change into Digital Solutions | A Medullan WebinarMedullan
 
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)GoLeanSixSigma.com
 
Gamified Finance and Wellness Workshop (Octalysis) in Singapore
Gamified Finance and Wellness Workshop (Octalysis) in SingaporeGamified Finance and Wellness Workshop (Octalysis) in Singapore
Gamified Finance and Wellness Workshop (Octalysis) in SingaporeYu-kai Chou
 
What is bibimbap design thinking
What is bibimbap design thinkingWhat is bibimbap design thinking
What is bibimbap design thinkingMichael Lee
 
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesUsing Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesUXPA International
 
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesUsing Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesAmy Bucher
 
Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Lennart Nacke
 
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...Ascentis
 

Similar to Psychological Architectures & Persuasive Technology (SXSW) (20)

How to Ease the Pain of Change
How to Ease the Pain of ChangeHow to Ease the Pain of Change
How to Ease the Pain of Change
 
Play, Collaborate, & Change Workshop
Play, Collaborate, & Change WorkshopPlay, Collaborate, & Change Workshop
Play, Collaborate, & Change Workshop
 
How do you know you are delivering value lean meetup with polling results
How do you know you are delivering value   lean meetup with polling resultsHow do you know you are delivering value   lean meetup with polling results
How do you know you are delivering value lean meetup with polling results
 
Crash course in edugaming
Crash course in edugamingCrash course in edugaming
Crash course in edugaming
 
Motivation slides from Workshop
Motivation slides from WorkshopMotivation slides from Workshop
Motivation slides from Workshop
 
[CoPA 2022] Effective Product Development Culture circa 2022.pdf
[CoPA 2022] Effective Product Development Culture circa 2022.pdf[CoPA 2022] Effective Product Development Culture circa 2022.pdf
[CoPA 2022] Effective Product Development Culture circa 2022.pdf
 
Serious Games - How to use the most powerful communication tool of the next g...
Serious Games - How to use the most powerful communication tool of the next g...Serious Games - How to use the most powerful communication tool of the next g...
Serious Games - How to use the most powerful communication tool of the next g...
 
Gamification and the Moodle gradebook
Gamification and the Moodle gradebookGamification and the Moodle gradebook
Gamification and the Moodle gradebook
 
The Product Mindset- Jonny Schneider (ThoughtWorks Live)
The Product Mindset- Jonny Schneider (ThoughtWorks Live)The Product Mindset- Jonny Schneider (ThoughtWorks Live)
The Product Mindset- Jonny Schneider (ThoughtWorks Live)
 
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...
Agile Influence: 8 Strategies to Empower You and Your Team - Joanna Plumpton,...
 
3600motivation08
3600motivation083600motivation08
3600motivation08
 
Designing Behavior Change into Digital Solutions | A Medullan Webinar
Designing Behavior Change into Digital Solutions | A Medullan WebinarDesigning Behavior Change into Digital Solutions | A Medullan Webinar
Designing Behavior Change into Digital Solutions | A Medullan Webinar
 
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)
WEBINAR: How to Set Up and Run Hypothesis Tests (ENCORE!)
 
Conducting Effective One-on-One's
Conducting Effective One-on-One'sConducting Effective One-on-One's
Conducting Effective One-on-One's
 
Gamified Finance and Wellness Workshop (Octalysis) in Singapore
Gamified Finance and Wellness Workshop (Octalysis) in SingaporeGamified Finance and Wellness Workshop (Octalysis) in Singapore
Gamified Finance and Wellness Workshop (Octalysis) in Singapore
 
What is bibimbap design thinking
What is bibimbap design thinkingWhat is bibimbap design thinking
What is bibimbap design thinking
 
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesUsing Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
 
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of BadgesUsing Gamified Design to Amplify Outcomes: The Psychology of Badges
Using Gamified Design to Amplify Outcomes: The Psychology of Badges
 
Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)Introduction to Game Thinking (Fluxible 2018)
Introduction to Game Thinking (Fluxible 2018)
 
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...
HR Webinar: Don’t Be a Bad Boss: Reframe Your Leadership Mindset & Build a Wi...
 

More from Brian Cugelman, PhD (AlterSpark)

More from Brian Cugelman, PhD (AlterSpark) (6)

Psychology emotional design and IA
Psychology emotional design and IAPsychology emotional design and IA
Psychology emotional design and IA
 
Persuasive Psychology for Interactive Design
Persuasive Psychology for Interactive DesignPersuasive Psychology for Interactive Design
Persuasive Psychology for Interactive Design
 
CRM and Website Integration
CRM and Website IntegrationCRM and Website Integration
CRM and Website Integration
 
The Psychology of Mass-Interpersonal Behavioural Change Websites: a meta-anal...
The Psychology of Mass-Interpersonal Behavioural Change Websites: a meta-anal...The Psychology of Mass-Interpersonal Behavioural Change Websites: a meta-anal...
The Psychology of Mass-Interpersonal Behavioural Change Websites: a meta-anal...
 
Communication-Based Influence Components Model
Communication-Based Influence Components ModelCommunication-Based Influence Components Model
Communication-Based Influence Components Model
 
A social marketing website you can trust
A social marketing website you can trustA social marketing website you can trust
A social marketing website you can trust
 

Recently uploaded

What is Artificial Intelligence?????????
What is Artificial Intelligence?????????What is Artificial Intelligence?????????
What is Artificial Intelligence?????????blackmambaettijean
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc
 
Take control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteTake control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteDianaGray10
 
Training state-of-the-art general text embedding
Training state-of-the-art general text embeddingTraining state-of-the-art general text embedding
Training state-of-the-art general text embeddingZilliz
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfLoriGlavin3
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxLoriGlavin3
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxLoriGlavin3
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek SchlawackFwdays
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersRaghuram Pandurangan
 
Rise of the Machines: Known As Drones...
Rise of the Machines: Known As Drones...Rise of the Machines: Known As Drones...
Rise of the Machines: Known As Drones...Rick Flair
 
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024BookNet Canada
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionDilum Bandara
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Mark Simos
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brandgvaughan
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebUiPathCommunity
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .Alan Dix
 

Recently uploaded (20)

What is Artificial Intelligence?????????
What is Artificial Intelligence?????????What is Artificial Intelligence?????????
What is Artificial Intelligence?????????
 
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data PrivacyTrustArc Webinar - How to Build Consumer Trust Through Data Privacy
TrustArc Webinar - How to Build Consumer Trust Through Data Privacy
 
Take control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test SuiteTake control of your SAP testing with UiPath Test Suite
Take control of your SAP testing with UiPath Test Suite
 
Training state-of-the-art general text embedding
Training state-of-the-art general text embeddingTraining state-of-the-art general text embedding
Training state-of-the-art general text embedding
 
Moving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdfMoving Beyond Passwords: FIDO Paris Seminar.pdf
Moving Beyond Passwords: FIDO Paris Seminar.pdf
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptx
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
 
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
"Subclassing and Composition – A Pythonic Tour of Trade-Offs", Hynek Schlawack
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information Developers
 
Rise of the Machines: Known As Drones...
Rise of the Machines: Known As Drones...Rise of the Machines: Known As Drones...
Rise of the Machines: Known As Drones...
 
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
New from BookNet Canada for 2024: BNC CataList - Tech Forum 2024
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An Introduction
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brand
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio Web
 
From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .From Family Reminiscence to Scholarly Archive .
From Family Reminiscence to Scholarly Archive .
 

Psychological Architectures & Persuasive Technology (SXSW)

  • 1. PSYCHOLOGICAL ARCHITECTURES & PERSUASIVE TECH SXSW Interactive Brian Cugelman, PhD @cugelman Austin, Texas 14 March 2015 BETA slides
  • 2. AGENDA • Starting out • Foundational principles (crazy fast overview) • Combining psychological principles • Building Psychological Architectures • Motivation and ability • Solo and social selling • Goals, feedback, progress • Time-based processes of change 2
  • 7. REALITY CHECK ON DIGITAL INFLUENCE 7
  • 8. 8 Let’s take a realistic approach to habit formation with 66 avg days and most people abandoning your technology after a few sessions.
  • 9. 9 INFLUENCE CAPACITY COMES FROM PERSUASIVE INGREDIENTS BLENDED INTO OPTIMIZED RECIPES
  • 10. OPTIMIZATION: THE MIX OF INGREDIENTS THAT ACHIEVES THE MOST IMPACT WITH THE LEAST EFFORT 10 Number of persuasive ingredients Influencepotential How do you know when you have too few or too many? Too few Too many Just right Cugelman, B., Thelwall, M., & Dawes, P. (2011). Online Interventions for Social Marketing Health Behavior Change Campaigns: A Meta-Analysis of Psychological Architectures and Adherence Factors. Journal of Medical Internet Research, 13(1), e17.
  • 11. 11How many ingredients can you find?
  • 13. 13 DOMAIN 1. SOURCE (CREDIBILITY)
  • 14. DOMAIN 2. SOURCE MESSAGE 14
  • 16. DOMAIN 4. MESSAGE EXPRESSION & INTERPRETATION 16
  • 18. DOMAIN 6. FEEDBACK EXPRESSION & INTERPRETATION 18
  • 19. DOMAIN 7. AUDIENCE FEEDBACK 19
  • 20. DOMAIN 8. SOCIAL AND PHYSICAL CONTEXT 20
  • 23. HOW PHYSICAL FORCES COMBINE 23 Push Which exerts the most physical force? A B C Pull PullPush Let’s discuss how to throw someone with Jujitsu.
  • 24. HOW PSYCHOLOGICAL FORCES COMBINE 24 IncentiveA B C Which exerts the most psychological pressure? Avoiding punishment (loss aversion) Avoiding punishment (loss aversion) Incentive
  • 25. 25
  • 26. C Obtain reward (If I buy more, I’ll save the cost of shipping) Avoid punishment (If I don’t buy more, I’ll lose the cost of shipping) POWERFUL MECHANICS EXPRESS MULTIPLE PRINCIPLES AT ONCE 26
  • 27. C WHAT IF WE HAVE COMPETING INCENTIVES? 27
  • 28. Value proposition KEEPING PRINCIPLES IN THE PERSUASIVE ZONE 28 PersuasiveZone Lack of ability (complexity) Lack of credibility Goal
  • 29. CONSIDER THE NET IMPACT WHEN COMBINING PSYCHOLOGY • Do principles reinforce each other, providing greater force in one direction? (e.g. carrot and stick) • Do principles contradict each other, pushing users in contradictory directions? (e.g. free shipping if you buy more or sign-up for a program) • Do principles overlap, canceling out the impact of the other? (e.g. a good testimonial and bad star rating) 29
  • 30. REINFORCES OR UNDERMINES? 30 Setting goals and making commitments Exercises 3 times per week Reminders & prompts Setting goals and making commitments Exercises 3 times per week Punish on failure
  • 31. REINFORCES OR UNDERMINES? 31 Exercises 3 times per week Exercises 3 times per week Complicating Remove personal barriers & friction
  • 32. WHAT IF WE WANT TO DEMOTIVATE USERS? 32 Exercises 3 times per week Exercises 3 times per week Publicizing embarrassing performance Undermine confidence
  • 35. FITTING THEM TOGETHER Mechanics Outcome Respectful privacy policy Honesty in source credibility Expertise in source credibility Client testimonial Social learning (norms) Architecture
  • 37. PSYCHOLOGICAL PACKAGES 37 Stick Carrot Pain Pleasure Motivation Ability Fear Efficacy Just a few examples
  • 38. PSYCHOLOGICAL ARCHITECTURES 38 Theory of planned behavior (Scientifically validated) L.I.F.T (Industry practice) Psychological principles that reinforce each other, producing effects greater than the sum of their parts. Mechanics? What are some ways we might implement these concepts in a landing page, to obtain a donation for a social cause?
  • 39. WHAT IF THE THEORY OF PLANNED BEHAVIOR INSPIRED A USER INTERFACE? 39 Value proposition [behavior, Intention] Subjective norm [Social learning] Behavioral attitude [Incentives, Loss aversion] Perceived behavioral control [Self-confidence, Skills] Now you’re doing evidence-based design.
  • 40. FROM GAME-IFICATION TO TAMAGOTCH-IFICATION, TO WHATEVER-IFICATION 40 ? ? ? ? What if a Tamagotchi inspired a user interface?
  • 42. MOTIVATION-GATEWAY 42 2. Source message 201.Proposition that motivates (explicit, implicit) Incentives +(+): -201 a. Promise they’ll gain pros +(+ +) Loss aversion –(-): -201 c. Promise they’ll avoid losing pros -(- +) 202. Path or opportunity (facilitated, advocated) 203. CTA (overt, covert) 5. Audience 502. motivation (decision balance) -502 a. Intellectual (beliefs) -502 b. Emotional (attitudes) 503. Ability (internal outcome confidence) 7. Audience feedback 712. Reinforcement 712 a. Reward on success
  • 43. 43
  • 44. 44
  • 45. 45 Has this user taken action (signed-up, paid, etc...) Present something the user wants Give them what they want Tell them to take an action, to get what they want Did they take the action? START Y Y N N
  • 46. EXTENDED PARALLEL PROCESS MODEL 46 2. Source message 201.Proposition that motivates (explicit, implicit) Loss aversion –(-): -201 c. Promise they’ll avoid losing pros -(- +) -201 d. Promise they’ll avoid gaining cons -(+ -) 202. Path or opportunity (facilitated, advocated) 5. Audience 502. Motivation (decision balance) -502 a. Intellectual (beliefs) -502 b. Emotional (attitudes) 503. Ability (internal outcome confidence) -503 a. Skills -503 b. Self-confidence (efficacy)
  • 47. 47
  • 48. 48
  • 49. MALWARE AND ANTI-VIRUS USE SIMILAR TACTICS 49
  • 50. SOLO AND SOCIAL SELLING 50
  • 52. 52 Proposition Source Proposition (provide pros) Motivation (intellectual) Path Call to action Call to action Removing personal barriers & friction Proposition (provide pros) Motivation (intellectual, Emotional)
  • 53. WILL I GET SOMETHING THAT MEETS MY NEEDS? 53 Belief Attitude Trust Action Outcome confidence Intellectual evidence Emotional appeal Ability
  • 54. http://www.my-landing-page.com 54 Benefit from this awesome value proposition Wicked benefits •You’ll gain this •You reduce this stress •You’ll save all this time Unique features •We provide all these features •You’ll be able to do all of this •This is how it works Emotionally evocative image Example of its features or how it works 100% confidence guarantee Sign-up NOW.
  • 55. GROUP BUYING 55 Principles 1. Motivation (Proposition) 2. Framing offers 3. Scarcity and urgency 4. Social learning (norms) 5. Social diffusion 6. Source credibility 7. Trust in the source and path 8. Call to action
  • 56. 56 Motivation (proposition) Scarcity and urgency Social learning (norms) CTA Framing offers Social diffusion Motivation (intellectual , emotional) Motivation (intellectual, emotional) Source Trust Likeable, Similar Source Scarcity and urgency Social diffusion
  • 58. Feedback loop (self-regulation) 58 Compare goal to performance (reaction) Behavioral outcome (variable) Set a goal (reference value) Barriers & friction (disturbance) Receive feedback on performance (input) Perform behavior (output) Carver, C. and M. Scheier (2005). On the structure of behavioral self-regulation. Handbook of self-regulation. M. Boekaerts, P. Pintrich and M. Zeidner. San Diego, USA, Guilford Press.
  • 60. LOOP TYPES Reference value (norm) Behavioral outcome (variable) - +
  • 61. Persistence and self-confidence 61 Perform behavior (output) Evaluate expectancy of success Carver, C. and M. Scheier (2005). On the structure of behavioral self-regulation. Handbook of self-regulation. M. Boekaerts, P. Pintrich and M. Zeidner. San Diego, USA, Guilford Press. Self- regulation Success? Attain goals Yes No Give up Confident (hopeful) No Yes
  • 62. GAMIFICATION 62 Cugelman, B. Gamification: What It Is and Why It Matters to Digital Health Behavior Change Developers. JMIR Serious Games, 1(1), e3.
  • 63. 63
  • 65. DEFINING GAMIFICATION 65 Using game design elements in non-game contexts
  • 66. IT’S NOT GIVING OUT SUPERFICIAL POINTS 66
  • 67. GAMIFICATION: IT'S NOT ABOUT BADGES 67 "A soldier will fight long and hard for a bit of colored ribbon." -Napoleon Bonaparte
  • 68. THE MOTIVATIONAL VALUE OF BADGES/POINTS 68 Cashing in your points 3. Foursquare badges 1. War hero ribbons 4. Rat race 2. World of Warcraft points 5. Nobel peace prize
  • 70. TOP 10 GAMIFICATION MECHANICS 70 Mechanics 1. Providing clear goals 2. Offering a challenge 3. Using levels (incremental challenges) 4. Allocating points 5. Showing progress 6. Providing feedback 7. Giving rewards 8. Providing badges for achievements 9. Showing the game leaders 10. Giving a story or theme Hamari, J., J. Koivisto, et al. (2004). Does Gamification Work? – A Literature Review of Empirical Studies on Gamification. 47th Hawaii International Conference on System Sciences, Hawaii, USA.
  • 71. POINTS, BADGES, AND LEADERBOARDS 71 What’s are the principles that matter? (gigya.com plugin) LeaderboardBadgesPoints
  • 72. GAMIFICATION AND HEALTH BEHAVIOR CHANGE 72 Gamification principles Proven health behavior change principles and techniques Cohen's d 1. Goal setting Agree behavioral contract 0.275 Goal setting (behavior) 0.245 Motivation and goals (intention) 0.229 2. Capacity to overcome challenges Time management 0.343 Action planning 0.24 Barrier identification/problem solving 0.224 Provide information on where and when to perform the behavior 0.218 Provide instruction on how to perform the behavior 0.212 Model/demonstrate the behavior 0.21 Skills 0.185 3. Feedback on performance Prompt self-monitoring of behavioral outcome 0.263 Prompt self-monitoring of behavior 0.223 Provide information on consequences of behavior relevant to the individual 0.208 Provide information about others’ approval 0.206 Memory, attention, and decision processes 0.188 4. Reinforcement Provide rewards contingent on successful behavior 0.291 5. Compare progress Prompt self-monitoring of behavioral outcome 0.263 Provide normative information about others’ behavior 0.246 Facilitate social comparison 0.226 Prompt self-monitoring of behavior 0.223 Provide information about others’ approval 0.206 6. Social participation Social influences (norms) 0.25 Plan social support/social change 0.25 Provide normative information about others’ behavior 0.246 Model/demonstrate the behavior 0.21 Provide information about others’ approval 0.206 Cugelman, B. Gamification: What It Is and Why It Matters to Digital Health Behavior Change Developers. JMIR Serious Games, 1(1), e3.
  • 74. INTEGRATED MODEL 74 Aware & Familiar Interest & Consideration Desire & Decision Action Maintenance & Loyalty Abandonment & Relapse Prochaska’s stages of change, adapted with commercial stages.
  • 76. PSYCHOLOGICAL ARCHITECTURE OF HEALTH BEHAVIOR CHANGE TECHNOLOGIES CUGELMAN, B., THELWALL, M., & DAWES, P. (2011) Online interventions for social marketing health behavior change campaigns: A meta-analysis of psychological architectures and adherence factors. Journal of Medical Internet Research, 13(1), e17. http://www.jmir.org/2011/1/e17/ 76 EffectSize(d) Interventions(%)
  • 77. 77
  • 78. DECISION BALANCE: PROS AND CONS 78 Aware & Familiar Interest & Consideration Desire & Decision Action Maintenance & Loyalty Cons of change More important in the unaware stage Pros of change More important in the action stage Adapted from Prochaska, J., Norcross, J., & DiClemente, C. (1995). Changing for Good: A Revolutionary Six-Stage Program for Overcoming Bad Habits and Moving Your Life Positively Forward: Collins Messagingvalence
  • 79. CARROT AND STICK Good cop. Bad cop. 2. Source message 201.Proposition that motivates (explicit, implicit) Incentives +(+): -201 a. Promise they’ll gain pros +(+ +) -201 b. Promise they’ll lose cons +(- -) Loss aversion –(-): -201 c. Promise they’ll avoid losing pros -(- +) -201 d. Promise they’ll avoid gaining cons -(+ -) 202. Path or opportunity (facilitated, advocated) 203. CTA (overt, covert) 7. Audience feedback 712. Reinforcement -712 a. Reward on success -712 b. Punish on failure
  • 80. PROGRESSIVE THREATS The opposite of the most effective health behavior change process Time Messagingvalence
  • 81. 81
  • 83. Thanks so much. 83 Next steps: 1. Stay in touch on Twitter @cugelman 2. Learn about our workshops alterspark.com/dbc 3. Learn about group training info(at)alterspark.com

Editor's Notes

  1. Aikido class
  2. Elements of game design: Charles Coonradt. “The Game of Work” Reeves and Read. “Ten Ingredients of Great Games” Gabe Zichermann. "The Six Rules of Gamification" Marc Prensky. "Digital Game-Based Learning", Chapter 5, "Fun, Play and Games: What Makes Games Engaging"
  3. Sebastian's research
  4. Flow is the mental state of operation in which a person performing an activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. In essence, flow is characterized by complete absorption in what one does. -Wikipedia