1 / 48

Advancing Persuasive Technology: Metrics, Examples & Conclusion

Explore how persuasive technology affects behaviors and attitudes, leveraging Cialdini's principles. Discover the advantages over traditional media and human persuaders, and strategies like macrosuation vs. microsuation. Delve into the power of mass interpersonal persuasion with tools like social proof and scarcity.

kgregory
Download Presentation

Advancing Persuasive Technology: Metrics, Examples & Conclusion

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Teppo Räisänen | University of Oulu | 17.3.2009 | Teppo Räisänen Principal Lecturer School of Business and Information Management Oulu University of Applied Sciences Persuasive Technology, Metrics, Facebook & More

  2. Teppo Räisänen | University of Oulu | 17.3.2009 | Outline • Background • Persuasive Technology • Captology • Examples • Conclusion

  3. Teppo Räisänen | University of Oulu | 17.3.2009 | Background • Persuasive 2008 in Oulu • Visiting scholar at Stanford • Persuasive Technology lab • Dr. BJ Fogg • RichWeb-project • Part of OASIS • http://www.oasis.oulu.fi

  4. Teppo Räisänen | University of Oulu | 17.3.2009 | Background

  5. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Technology affects our attitudes and/or behavior in one way or the other • It is never neutral

  6. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Cialdini, Robert: Influence: The Psychology of Persuasion • Reciprocation • People tend to return a favor • Commitment and consistency • If people commit orally or in writing, they are more likely to honor the commitment • Social proof • People will do things that other people are doing • Authority • People will tend to obey authority figures • Liking • People are easily persuaded by people that they like • Scarcity • Perceived scarcity will generate demand

  7. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • Social responses that we have are automatic • They happen with technology too

  8. Teppo Räisänen | University of Oulu | 17.3.2009 | People and Technology • People like computers that are similar to them • Dominant people like dominant computers • Affiliation study • People “treat” computer better if they think the computer is their teammate • Wired for speech: Voice interactions with people and computers • Computer voice should be male for male users, female for female users • Clifford Nass [6]

  9. Teppo Räisänen | University of Oulu | 17.3.2009 | Definition • Persuasion • An attempt to change attitudes or behaviors or both [1]

  10. Teppo Räisänen | University of Oulu | 17.3.2009 | Definition • Persuasive Technology • Interactive computing systems designed to change our attitudes or behaviors [1]

  11. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Advantage over traditional media • Interactivity

  12. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Advantages over human persuader • More persistent • Greater anonymity • Manage huge volumes of data • Use many modalities to influence • Scale easily • Go where humans cannot go or may not be welcome

  13. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Macrosuation vs Microsuation • Persuasion on a macro and micro levels • Macrosuation • The purpose of the system is to persuade or motivate • Smoking cessation Web-site • Microsuation • Use persuasive elements to achieve certain goals • Register to a Web service

  14. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology From [2]

  15. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Human-computer persuasion • Heart-rate monitors • Hydracoach • Web-sites

  16. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computer-mediated persuasion • Facebook invites • Mass interpersonal persuasion

  17. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Mass interpersonal persuasion • ”I believe this new way to change attitudes and behavior is the most significant advance in persuasion since radio was invented in the 1890s” [3].

  18. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Captology • ”Computers As Persuasive Technology” From [1]

  19. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as Persuasive Technology • Tools • Medium • Social actors From [1]

  20. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technoloy • Computers as tools • Increase capabilities • Computers as medium • Provides experiences • Computers as social actor • Creates relationships

  21. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as persuasive tools • Interactive products designed to change attitudes or behaviors or both by making the desired outcome easier to achieve. • Tool can be persuasive by • Making target behavior easier to do • Leading people through a process • Performing calculations or measurements that motivate

  22. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as persuasive tools • Reduction • Tunneling • Tailoring • Suggestion • Self-monitoring • Surveillance • Conditioning

  23. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Computers as medium • Explore cause-and-effect relationships • Provide experiences that motivate • Help rehearse a behavior • Computers as social actors • Rewarding people • Modeling target behavior or attitude • Providing social support

  24. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Categories for persuasive system design: • Primary task support • Dialogue support • System credibility support • Social support Download from Y-file: Oinas-Kukkonen & Harjumaa (2009) Persuasive System Design: Key Issues, Process Model, and System Features. Communications of the Association for Information Systems, Vol. 22(15). 2009

  25. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Primary task support • Reduction • Tunneling • Tailoring • Personalization • Self-monitoring • Simulation • Rehearsal

  26. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Dialogue support • Praise • Rewards • Reminders • Suggestion • Similarity • Liking • Social role

  27. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • System credibility support • Trustworhiness • Experise • Surface credibility • Real-world feel • Authority • Third-party endorsements • Verifiability

  28. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive System Design • Social support • Social learning • Social comparison • Normative influence • Social facilitation • Cooperation • Competition • Recognition

  29. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • If we want to change the behaviors of the Web users first we need to measure the behavior • We need something to measure so we can try to change it

  30. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Today we have tools like Google Analytics that can be utilized in Web design

  31. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Visitors • How many visits • unique visitors • Pageviews • average pageviews • time on site • bounce rate • new visits

  32. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Traffic sources • Direct traffic • Referring sites • Search engines • Keywords • Top traffic sources

  33. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Content • Visited pages • Top landing pages • Top exit pages • Navigation summary • Site overlay

  34. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Goals • Goal-pages • Funnels

  35. Teppo Räisänen | University of Oulu | 17.3.2009 | Metrics • Metric-based development: • Pick a metric to improve (e.g. bounce rate) • Design two versions • Perform A/B testing • Design two new versions of the better design • Perform A/B testing…

  36. Teppo Räisänen | University of Oulu | 17.3.2009 | Persuasive Technology • Examples • Texting4Health • http://www.texting4health.org/ • Using text messages to promote health behavior • Peace Innovation • http://www.techforpeace.org/ • World peace in 30 years • Mobile persuasion • http://www.mobilepersuasion.org/ • Utilizing Kairos – opportunity moment [4]

  37. Teppo Räisänen | University of Oulu | 17.3.2009 | Conclusion (so far…) • Social responses are automatic • Persuasive Technology • Interactive computing systems designed to change our attitudes or behaviors • Computer mediated persuasion • Human-computer persuasion • Tool, medium or social actor • Apply metric-based development in Web design!

  38. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • More than 500 million active users • More than half of Facebook users are outside of college • The fastest growing demographic is those 35 years old and older

  39. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Facebook platform has open API that can be used for application development • More than 660,000 developers and entrepreneurs from more than 180 countries • More than 52,000 applications currently available on Facebook Platform • 140 new applications added per day • More than 95% of Facebook members have used at least one application built on Facebook Platform

  40. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Application development using existing API • FB-Javascript and FBML-markup languages • Small changes to Javascript and HTML • Fast and easy • Easy to take advantage of Facebook’s core features • Can be done during the weekend • Viral • Possible to reach millions of users within few weeks • Facebook is a good distribution channel • Metrics • Number of installs, demographics data etc

  41. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

  42. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook <fb:fbml> <fb:request-form action="index.php" method="POST" invite="true" type="YOUR APP NAME" content="Your text goes here. <?php echo htmlentities("<fb:req-choice url=\"YOUR CANVAS URL\" label=\"Authorize My Application\"") ?>" > <fb:multi-friend-selector showborder="false" actiontext="Invite your friends to use YOUR APP NAME."> </fb:request-form> </fb:fbml>

  43. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Apply persuasive design principles and metrics to develope engaging Facebook application

  44. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

  45. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook

  46. Teppo Räisänen | University of Oulu | 17.3.2009 | Facebook • Questions we have been trying to solve • How to increase time on site? • How to lower bounce rate? • How to make game more interesting for new players? • 15 pageviews/visit • Bounce rate 3.64% • Average time on site: 17,25min • Reduction works for new users, old Areena –fans want more coplexity • Tunneling by far the best solution

  47. Teppo Räisänen | University of Oulu | 17.3.2009 | References • Fogg, BJ (2003). Persuasive Technology: Using Computers to Change What We Think and Do. Morgan Kauffman, San Francisco. • M. Harjumaa and H. Oinas-Kukkonen (2007). Persuasion Theories and IT Design. In: Lecture Notes in Computer Science 4744, Persuasive 2007, Y. de Kort et al. Eds., Springer-Verlag, Berlin Heidelberg, 2007, pp. 311-314. • Fogg, BJ (2008). Mass Interpersonal Persuasion: An Early View of a New Phenomenon. Third International Conference, Persuasive 2008, Oulu, Finland, June 2008. • Räisänen, T., Oinas-Kukkonen, H. & Pahnila, S. (2008) Finding Kairos in Quitting Smoking: Smokers’ Perceptions of Warning Pictures. Persuasive 2008, Oulu, Finland, June 4-6. • http://captology.stanford.edu • http://www.youtube.com/watch?v=e7PvUUhDrfk

  48. Teppo Räisänen | University of Oulu | 17.3.2009 | Question? Thank you Teppo.raisanen@oamk.fi

More Related