+

Captology and CredibilityCurrent Issues in Web TechnologyMichael Heron

+Introduction

Captology is a topic that is hugely informed by previous concepts discussed during the module. Especially the psychological aspects of all the various

topics.

The most important differentiating factor is ‘to what end are the concepts used’ For Captology, we are looking to bring about positive

changes in behaviour through the use of technology.

It’s easier to do this badly than it is to do it well. As with many of the things we’ve discussed over the past

couple of months.

+Mistakes in Behaviour Change

Fogg and others put together ‘10 Mistakes in Behaviour Change’ These are ‘anti patterns’ that should be avoided.

They focus on giving ‘too much credence’ to old folk-wisdom saws. ‘You just need to control yourself’ ‘You need to exercise your willpower’ ‘You just need to make an effort’

For reasons we’ve spoken about before (our minds are exertion averse for example) these are unhelpful suggestions.

+Mistakes in Behaviour Change

Relying on willpower for long-term change. ‘Imagine willpower doesn’t exist. That’s step 1 to a better future’

Attempting big leaps instead of baby steps. ‘Seek tiny successes – one after another’

Ignoring how environment shapes behaviours. ‘Change your context and change your life’

Trying to stop old behaviours instead of creating new ones. ‘Focus on action, not avoidance’

Blaming failures on a lack of motivation. ‘Solution: Make the behaviour easier to do’

+Mistakes in Behaviour Change

Underestimating the power of triggers. ‘No behaviour happens without a trigger’

Believing that information leads to action. ‘We humans aren’t so rational’

Focusing on abstract goals more than concrete behaviours. ‘Abstract: Get in shape. Concrete: Walk 15 min today’

Seeking to change a behaviour forever, not for a short time. ‘A fixed period works better than “forever”’

Assuming that behaviour change is difficult. ‘Behaviour change is not so hard when you have the right

process’

+Captology

Captology acknowledges a basic truth about cost and benefit. It’s not about evoking some mystical change in a person,

it’s about realigning those two key elements.

By aligning available information with useful triggers, captological devices can enact small changes. Small changes on a regular basis.

‘You can’t fight city hall’, and city hall is human nature. At best, you can try to even the odds a bit.

+Captology

http://edweb.sdsu.edu/people/arossett/pie/Interventions/captology_2.htm

+Types of Persuasion

Reduction – Persuading through simplifying.

Tunneling – guiding actions through persuasion

Tailoring – Persuasion through customised options

Suggestions – intervening at the ritht time.

Self-monitoring – making it easier for people to monitor their own behaviour.

Surveillance – allowing technology to track our behaviour through sensors and tools.

Conditioning – reinforcing the right kinds of behaviours.

+Credibility

Before technology can be persuasive, it must be credible. We are unlikely to be swayed by technology which we consider to be

dubious.

Credibility itself is based on two factors. Perceived trustworthiness,

The degree to which technology is honest with us. Truthfulness, lack of bias, honesty

Perceived expertise. The degree to which the people presenting the technology are

perceived to be experts. Experience, intelligence, knowledge, power, authority

These two factors lead to perceived credibility. This must be high to get the best impact. Importantly, both must be present.

+Credibility

Credibility is enhanced by real world feel. We trust technology more when we can see the people or

organizations behind the technology.

Credibility is enhanced by professionalism of appearance. You can’t judge a book by its cover, but many people do

anyway.

Credibility is enhanced by verifiability. If you make a claim, support it.

Credibility is enhanced by ‘organisational association’ Show that there are real organisations behind what you do. A simple physical address can help this.

+Credibility

Credibility is important because of two main elements. It serves to help change user attitudes.

Positive thoughts about the technology. Enhances the self of comfort that individuals have

engaging with technology. Makes it more likely individuals will embrace the

fundamental assumptions of a piece of technology.

It’s also vital for increasing compliance with necessary captology prerequisites. Providing information Creating long term engagement Completing activities.

+Credibility

Highlight biographies of contributors. If you have experts or authorities in the team, make sure

everyone knows. Conversely, make sure it’s real expertise or authority.

Show the human face of interaction. Let people know there are real people behind the

technology.

Make it easy for people to get in touch. If you’re inaccessible, people will wonder why.

Make the technology easy to use, and useful. Manage your cost/benefit ratio

+Credibility

Make sure people can see regular signs of updates or reviews. Technology that ‘looks’ abandoned will ‘feel’ abandoned.

Be wary of ‘quick cash in’ options. Such as ads or pop-ups. People may wonder why you’re trying to hit them up for

extra money.

Avoid errors in your presentation. No matter how small. Even typos have a huge negative

impact on credibility.

+Most Important Elements

http://captology.stanford.edu/resources/what-makes-a-website-credible.html

+Credibility Examples - High

http://captology.stanford.edu/resources/what-makes-a-website-credible.html

+

http://captology.stanford.edu/resources/what-makes-a-website-credible.html

Credibility Examples - Low

+Credibility

The prominence of elements is important, as is the instant value judgement a person makes. That which is highly prominent and interpreted harshly is

going to have high impact on general credibility. That which is not prominent but interpreted well is going to

have a low impact on general credibility.

Prominence is modified by amount of attention being paid, your presentation, the content and the way it’s presented. Google ads for example are highly prominent but most people

simply filter them out.

Value judgements are modified by assumptions, culture, expertise and experience.

+Credibility

Types of credibility: Presumed

Based on assumptions Reputed

Based on recommendations of a third party Surface credibility

What we decided based on a simple reading of the most prominent elements of the technology.

Earned credibility Credibility based on previous interactions with a piece of

technology.

All are important in creating a good impression of technology. And thus, on providing hooks for captological influence.

+Ethics

The last thing to be discussed about captology is ethics. Like most of the things we’ve discussed over the module, there

is a dark side to all of this.

Persuasion when applied well and responsibly can bring about considerably positive beneficial impact. But what right does any developer have to influence people in

this manner? Consider the example of the ‘nudge’ from last week.

One area seems to be unambigiously okay – when people opt-in to captology. ‘I need to change my behaviour, I wonder if there’s a tool to

help me do that’

+Ethics

Technology does not have to be complicated to be persuasive. https://www.youtube.com/watch?v=uhjpIlasdgQ

Motivation – I want to stop eating so much. Ability – I can choose not to eat. Trigger – The oink reminds me of my motivation.

This means that many devices exist to persuade us in one form or another.

To what extent is this ‘okay’?

+Ethics

What about when well meaning people persuade people to make decisions that will be better for then? Doctors?

Providing persuasive devices to help with exercise? Alcohol abuse? Drug abuse?

Parents? Providing persuasive toys to help children learn important

life lessons? Keep your room tidy Share with others

Technologists like yourself? Computer security? Virus control?

+Ethics

When deception is involved, we clearly move into unethical territory. But many cognitive biases rely on deception.

These biases work most of the time, it’s just that when tickled in the wrong kind of way in the wrong kind of context…

Is it unethical to use the foot in the door technique? What impact does it have on credibility if your target is aware of

the approach?

Is framing something in a positive way unethical?

Is anchoring unethical?

Can we persuade at all without some means of deception?

+Presentations

Next week, we don’t have a lecture. Shhh, stop cheering.

Instead, we start doing your powerpoint presentations. Yeah, that stopped you cheering.

We’ll do these over two weeks. It’s not really logistically possible to do them in the last week.

The presentations take the form of a five minute talk (from you) and then five minutes of questions (from us).

Questions may not specifically be about your presentation. They may be about how your presentation related to the wider topic.

+Presentation

There will be four slots during the two weeks, each containing 6 talks. Allocated on a first come first serve basis.

The slots are: Week 1, 9am, Week 1, 10am, Week 2, 9am, Week 2, 10am

During your slot, you’ll be asked to stand up and give your talk to everyone in the class. I know, we all hate presentations. Channel that hate into

productivity.

I’ll be keeping an eye on the clock.

+Presentation

There is no class exercise for this week. Work on your presentations instead.

But, I do need people to indicate the slots they want to take. Remember, first come first served.

I want to do the absolute minimum amount of work to arrange this. Absolute minimum.

So, I will pass around a sheet – if your preferred slot is overbooked by the time it gets to you, you can arrange a swap with someone else.

+Captology

Captology is the academic field dedicated to creating persuasive technologies.

Credibility is hugely important in developing credible devices. If we don’t find devices credible, we can’t be persuaded by

them.

There are many important things that come into building credibility. Some are more important than others.

As with all our topics, there are ethical dilemmas in the application of captology.