Transcript Slide 1

Persuasive Technology
KSE 652 Social Computing Systems:
Design and Analysis
Uichin Lee
A trend in interactive technology
Another way to look at this trend
Persuasive Tech: Domains and Apps
Domain
Example application
Persuades users to
Commerce
Amazon.com’s recommendation
system
Buy more books and other products
Education, learning, and
training
CodeWarriorU.com
Engage in activities that promote learning
how to write code
Safety
Drunk driving simulator
Avoid driving under the influence of alcohol
Environmental Preservation
Scorecard.org
Take action against organizations that pollute
Occupational effectiveness
“In My Steps” VR system
Treat cancer patients with more empathy
Preventive healthcare
Quitnet.com
Quit smoking
Fitness
Tectrix VR bike
Exercise and enjoy it
Disease
Bronki the bronchiasaurus game
Manage asthma more management effectively
Personal finance
FinancialEngines.com
Create and adhere to a retirement plan
Community citizens involve CapitolAdvantage.com
ment/activism
Get ordinary involved in public affairs
Personal relationships
Classmates.com
Reconnect with former classmates
Personal management and
self-improvement
MyGoals.com
Set goals and take the needed steps to
achieve them
Advantages over Human Persuaders
• Be more persistent than human beings
• Offer greater anonymity
• Manage huge volumes of data (store/access/process)
• Use many modalities (data, graphics, audio/video, simulation)
to influence
• Scale easily
• Go where humans cannot go or may not be welcome
(ubiquitous computing!)
Persuasive Technology
• Captology is the study of Computers As Persuasive
Technology (CAPT-ology)
• "Simply put, a persuasive computer is an interactive technology that
changes a person's attitudes or behaviors or both.“ (B.J. Fogg)
• Persuasion is "an attempt to shape, reinforce, or change behaviors,
feelings, or thoughts about an issue, object, or action”
• Captology’s focus:
• Attitude or behavior change resulting from human-computer
interaction (HCI) (not really about CMC)
• Planned persuasive effects of technology, not on side effects.
• Endogenous, or “built-in,” persuasive intent, not on exogenous intent.
Levels of Persuasion (Macro vs. Micro)
• Macrosuasion – approach where computing products were
created solely for the purpose of persuasion
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QuitSmoking
Baby think it over
HygieneGuard
“MetroNerd” and “Earth: Dig it, but dig it right”
Alcohol 101 Plus
Dole 5 A Day - Dole SuperKids
Levels of Persuasion (Macro vs. Micro)
• Microsuasion – approach where interactive computing
products were created for purposes other than persuasion
(e.g., productivity, communication, entertainment), but they
have elements of persuasion built into the user experience
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E-Bay feedback system
Dialogue box in Quicken
Nagscreens in shareware
Videogames
• Microsuasion is becoming more common in all software
products
Functional triads of interactive tech
(role as living entities)
Computers as Tools
• Reduction (Persuading through Simplifying)
• Using computing technology to reduce complex behavior to simple
tasks increases the benefit/cost ratio of the behavior and influences
users to perform the behavior (e.g., Amazon.com – “one click”
shopping)
• Tunneling (Guided Persuasion)
• Using computer technology to guide users through a process or
experience provides opportunities to persuade along the way (e.g.,
s/w installation)
• Tailoring (Persuasion through Customization)
• Info provided by computing technology will be more persuasive if it
is tailored to individual’s needs, interests, personality, usage context,
or other factors relevant to the individual (e.g., e-commerce)
Computers as Tools
• Suggestion (Intervening at the Right Time) - A computing
technology will have greater persuasive power if it offers
suggestions at opportune moments
• Self-Monitoring (Taking the Tedium Out of Tracking) – Applying
computing technology for tracking performance or status helps
people to achieve predetermined goals or outcomes (e.g., Heart
rate monitor; HelathyJump rope)
• Surveillance (Persuasion through Observation) – Applying
computing technology to observe other’s behavior increases the
likelihood of achieving a desired outcome (e.g., auto watch)
• Conditioning (Reinforcing Target Behaviors) - Computing
technology can use positive reinforcement to shape complex
behavior or transform existing behaviors into habits (e.g., operant
conditioning: uses rewards to shape behavior like training dogs to
do tricks; Telecycle; games)
Computers as Media:
Simulation
• Computers can shape attitudes and behavior by providing
compelling simulated experiences (for example, AOL gives
trial membership on CD)
• People often react to virtual experiences as if they were realworld experiences
• Types of simulations:
• Cause and effect simulations (Cause and Effect)
• Environment simulations (Virtual Rehearsal and Virtual Rewards)
• Object simulations (Simulations in Real-World Contexts)
Computers as Media:
Cause and Effect
• They enable users to gain insight into likely consequences of their
attitudes or behaviors – users can explore and experiment in safe
environment, free of real-world consequences
• Principle of Cause and Effect – Simulation can persuade people to
change their attitudes or behaviors by enabling them to observe
immediately the link between cause and effects
• HIV Roulette: A Cause-and-Effect Simulator; Results are ”more in
your face” and harder to ignore
• Rockett’s New School: Learning Social Skills; Game inspires girls to
build qualities like confidence, empathy…
• What guaranties that simulations are accurate?; Bias is inevitable
Computers as Media:
Environment
• Again, safe place to explore new behaviors; virtual
environments are controllable: user can stop and continue
experience at any time
• Principle of Virtual Rehearsal – Providing a motivating
simulated environment in which to rehearse a behavior can
enable people to change their attitudes or behavior in the
real world
• Principle of Virtual Rewards – Computer simulations that
reward target behaviors in the virtual world, such as giving
virtual rewards for exercising, can influence people to
perform the target behavior more frequently and effectively
in the real world
• Health and fitness industry - leaders in using environment
simulations to motivate and influence people
Computers as Media:
Objects
• Real-world simulation; less dependent on imagination; make
clear impact on everyday life
• Principle of Simulations in Real-World Contexts – Portable
simulation technologies designed for use during everyday
routines can highlight the impact of certain behaviors and
motivate behavior or attitude change
• Examples:
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Baby Think it Over (e.g., an Infant Simulator)
Used as part of many school programs
Helps teenage girls understand how much attention a baby requires
Drunk Driving Simulator
Specialized Dodge Neon automobile simulates drunk driving
Students first drive car in normal mode, and then in “drunk” mode
Computers as Social Actors
• Simple examples of a computing device
functioning as a persuasive social actor:
Tamagotchi and Pikachu
• The Tamagotchi craze in the late 1990s was
perhaps the first dramatic demonstration of how
interacting directly with a computer could be a
social experience.
• Nintendo’s Pocket Pikachu a digital pet designed
to persuade.
• Like other digital pets, Pikachu required care and
feeding, but with a twist: the device contained a
pedometer that could register and record the
owner’s movements.
• For the digital creature to thrive, its owner had to be
physically active on a consistent basis. The owner
had to walk, run, or jump—anything to activate the
pedometer.
Computers as Social Actors:
Primary Types of Social Cues
Cue
Physical
Psychological
Language
Social dynamics
Social roles
Examples
Face, eyes, body, movement
Preferences, humor, personality,
feelings, empathy, “I’m sorry”
Interactive language use, spoken
language, language recognition
Turn taking, cooperation, praise for
good work, answering questions,
reciprocity
Doctor, teammate, opponent,
teacher, pet, guide
Computers as Social Actors
• (Persuasion through Physical Cues) Principle of Attractiveness - A
computing technology that is visually attractive to target users is
likely to be more persuasive as well
• (Using Psychological Cues to Persuade) Principle of Similarity People are more readily persuaded by computing technology
products that are similar to themselves in some way (e.g., in
personality, preferences, affiliation, or in other attributes)
• (Influencing through Language) Principle of Praise - By offering
praise (whether it is sincere or not), via words, images, symbols, or
sounds, computing technology can lead users to be more open to
persuasion
• (Social Dynamics) Principle of Reciprocity - People will feel the
need to reciprocate when computing technology has done a favor
for them
• (Persuading by Adopting Social Roles) Principle of Authority Computing technology that assumes roles of authority will have
enhanced powers of persuasion
Ethical Concerns
• Key issues that have implications for assessing the ethics of
persuasive technology.
1. Novelty of the tech can mask its persuasive intent (e.g.,
Volvo game)
2. Persuasive tech can exploit the positive reputation of
computers (e.g., chiropractor’s ads saying computerized
tech use for therapy)
3. Computers can be proactively persistent (in persuading)
4. Computer can control your interactive possibilities
5. Computers can affect emotions, but can’t be affected by
them (computers can’t read..)
6. Computers cannot shoulder responsibility (for errors)
Ethical nature of persuasive tech
• Why Was the Product Created?
Mobile Persuasion
Increasing Persuasion through Mobility
and Connectivity
• Networking and mobile technologies create new potential to
persuade at the right time and place.
• Principle of Kairos: Mobile devices are ideally suited to
leverage the principle of kairos—offering suggestions at
opportune moments—to increase the potential to persuade.
• Principle of Convenience: Interactive experiences that are
easy to access (ideally, just a click away on a mobile device)
have greater opportunity to persuade.
• Principle of Mobile Simplicity: Mobile applications that are
easy to use will have greater potential to persuade.
• Principle of Information Quality: Computing technology
that delivers current, relevant, and well-coordinated
information has greater potential to create attitude or
behavior change.
Increasing Persuasion through Mobility
and Connectivity
• Principle of Mobile Loyalty
• Mobile applications that are perceived to serve the needs and
wishes of the owner first, rather than those of an outside party, will
have greater persuasive powers.
• Principle of Mobile Marriage
• Mobile applications designed to persuade should support an
intensive, positive relationship (many interactions or interactions
over a long time period) between the user and the product.
Social Influence
• Principle of Social Facilitation
• People are more likely to perform a well-learned target behavior if they
know they are being observed via computing technology, or if they can
discern via technology that others are performing the behavior along
with them.
• Principle of Social Comparison
• People will have greater motivation to perform a target behavior if they
are given information, via computing technology, about how their
performance compares with the performance of others, especially others
who are similar to themselves
• Principle of Normative Influence (conformity)
• Computing technology can leverage normative influence (peer pressure)
to increase the likelihood that a person will adopt or will avoid
performing a target behavior.
• Principle of Social Learning (social learning/cognitive theory)
• A person will be more motivated to perform a target behavior if he or
she can use computing technology to observe others performing the
behavior and being rewarded for it.
Group-level Intrinsic Motivations
• Principle of Competition
• Computing technology can motivate users to adopt a target
attitude or behavior by leveraging human beings’ natural drive to
compete.
• Principle of Cooperation
• Computing technology can motivate users to adopt a target
attitude or behavior by leveraging human beings’ natural drive to
cooperate.
• Principle of Recognition
• By offering public recognition (individual or group), computing
technology can increase the likelihood that a person or group will
adopt a target attitude or behavior.
Case Studies
UbiFit Garden, Playful Bottle
BeWell, HappinessCounter
UbiFit Garden
• Encouraging physical activity: on-body sensing, activity inference,
personal/mobile display
• Fitness device: automatically infers and communicates information
about several types of physical activities to the glanceable display and
interactive application.
• Interactive app: includes detailed information about the individual’s
physical activities and a journal where activities can be added, edited,
and deleted.
• Glanceable display: uses a non-literal, aesthetic representation of
physical activities and goal attainment to motivate behavior
• Small butterflies indicate recent goal attainments; the absence of flowers means
no activity this week
at the beginning of
the week
a garden with
workout variety
Activity Sensing in the Wild: A Field Trial of UbiFit Garden, CHI 2008
UbiFit Garden
• Inferring activities from sensor readings—from raw sensor
readings, features are extracted and used to produce
likelihood estimates (margins) which are sent to the phone
for activity smoothing and use by the application.
For capturing walking,
running, bicycling, elliptical
trainer, stair machine
Mobile Sensing
Platform (MSP)
Activity Sensing in the Wild: A Field Trial of UbiFit Garden, CHI 2008
Playful Bottle
• Using a mobile phone attached to an everyday drinking mug to
motivate office workers to drink healthy quantities of water
• a vision/motion-based water intake tracker for detecting when users
drink from the Bottle
• hydration games played on the phone display using drinking actions of
the user as game input
Mobile phone clipped to the bottle
through the LEGO attachment
Drinking action detection using motion
sensor => this activates vision-based
water-level measurement
Playful Bottle: a Mobile Social Persuasion System to Motivate Healthy Water Intake, Meng-Chieh Chiu, Shih-Ping Chang, YuChen Chang, Hao-Hua Chu, Cheryl Chia-Hui Chen, Fei-Hsiu Hsiao, Ju-Chun Ko, Ubicomp 2009
Single-user Tree-Game
(the refill button is in
the upper right corner)
withering trees
sender
social
reminder
Screenshot of the multiuser Forest-Game
Playful Bottle: a Mobile Social Persuasion System to Motivate Healthy Water Intake, Meng-Chieh Chiu, Shih-Ping Chang, YuChen Chang, Hao-Hua Chu, Cheryl Chia-Hui Chen, Fei-Hsiu Hsiao, Ju-Chun Ko, Ubicomp 2009
BeWell
• Using smartphones (1) to track activities that impact physical,
social, and mental wellbeing: i.e., sleep, physical activity, and
social interactions and (2) to provide intelligent feedback to
promote better health
self-management
of wellbeing
A Smartphone Application to Monitor, Model and Promote Wellbeing, Pervasive Health 2011
BeWell
The BeWell web portal provides access to
an automated diary of activities and
wellbeing scores.
Multiple wellbeing dimensions are
displayed on the smartphone
wallpaper (turtle: sleep, clown fish:
physical activity—swimming speed,
school of fish: social interaction)
BeWell+ (w/ Community-guided User
Feedback)
• A high diversity of wellbeing behavioral patterns exists
among our study population (a score of 100 refers to a
“healthy” behavioral pattern)
Adaptive Wellbeing Feedback: adapting generic wellbeing score
functions based on the overall behavior similarity within the user
population
Attempts to identify people
with related lifestyles and
behavior constraints
Feedback to adapt to the
differences between user
communities. Without
adaptation improvements in
behavioral patterns are not
considered within the correct
context.
HappinessCounter
• William James said “We don’t laugh because we’re happy—
we’re happy because we laugh.”
• Facial movement can influence one’s emotional experience
• A person who feels compelled to smile during a social event will
actually come to find the event more enjoyable
• Experiencing an increase in positive mood when people created
positive facial expressions, and a decrease in positive mood when
they created negative facial expressions
• These effects were enhanced when participants viewed themselves
in a mirror
• 31 million one-person household in the US, which amounts
to 27% of all households
• Designed for people who may not always realize when they
are in low spirits and/or have difficulty with smiling
Smiling Makes Us Happier: Enhancing Positive Mood and Communication with Smile-Encouraging Digital Appliances, Hitomi
Tsujita, Jun Rekimoto UbiComp’11
HappinessCounter
• A digital camera, an LED matrix display, and a
light sensor inside the box
• Attached HappinessCounter box behind a oneway mirror
• Detects a user’s smile, counts the number of
smiles, and records the user’s mental state
• Display visual feedback (smile vs. sad icon)
• Use this system in two modes
• Smile awareness (e.g., mirrors, digital photo frame)
• Smile gateway: Disallowing use of a daily appliance or
piece of furniture without first smiling
Summary
• Persuasive technology (definition)
• Levels of persuasion (Macro vs. Micro)
• Functional triads of interactive tech
• Computers as tools
• Computers as media (simulation, cause & effect, environment,
objects)
• Computers as social actors
• Ethical concerns
• Mobile persuasion
• Case Studies: UbiFit Garden, Playful Bottle, BeWell,
HappinessCounter