Theory of Persuasion Technology
1
• Monitoring & Reflecon • Concrete Goals and Rewards • Ongoing Pracce • Controlled exposure to condions • Facilitaon of role playing • Adopng perspecves 6 Principles of Persuasion (Cialdini,2002) 7 Value Proposions of Persuasive Technology (Fogg, 2003) Social Psychology Mechanism (Atkinson, 2006) GUIDES SIMULATIONS THEORY OF PLANNED BEHAVIOUR USER EXPERIENCE DESIRABLE USEFUL USABLE PERSUADING WITH TECHNOLOGY • Stay-at-home mum • Part me, freelance work • Flexible hours • Vulnerable to “double work” • Perpetual standby • Mobile as management of work and family • EXERCISE? MOBILE MUM SIMULATIONS The Graveyard by Auriea Harvey and Michael Samyn hp://tale-of-tales.com/TheGraveyard/index.html SIMULATIONS ‘Sneeze’ sponsored by GlaxoSmithKline. hp://www.miniclip.com/games/sneeze/en/ BEHAVIOUR BEH. INTENTION ATTITUDE TOWARD BEHAVIOUR A. Beliefs about the outcome of the behaviour “If I run oſten with Z I will be healthy” B. Evaluaon of the expected outcomes “Running with Z is fun” SUBJECTIVE NORMS C. Normave beliefs “My family and friends think I should use Z” D. Movaon to comply “I want to do what they want me to” PERCEIVED BEHAVIOURAL CONTROL E. Control beliefs “There is nothing stopping me from using Z” F. Perceived power “I have the ability to use Z” THEORIES OF PERSUASION AND THE ROLE OF TECHNOLOGY Foong Pin Sym, NUS
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Transcript of Theory of Persuasion Technology
• Monitoring & Reflection• Concrete Goals and
Rewards• Ongoing Practice• Controlled exposure to
conditions• Facilitation of role
playing• Adopting perspectives
6 Principles of Persuasion (Cialdini,2002)
7 Value Propositions of Persuasive Technology (Fogg,
2003)
Social Psychology Mechanism (Atkinson, 2006)
GUIDES
SIMULATIONSTHEORY OF PLANNED BEHAVIOUR
USER EXPERIENCE
DESIRABLE
USEFUL
USABLE
PERSUADING WITH TECHNOLOGY
• Stay-at-home mum• Part time, freelance work• Flexible hours
• Vulnerable to “double work”
• Perpetual standby
• Mobile as management of work and family
• EXERCISE?
MOBILE MUM
SIMULATIONS
The Graveyard by AurieaHarvey and Michael Samyn
http://tale-of-tales.com/TheGraveyard/index.html
SIMULATIONS
‘Sneeze’ sponsored by GlaxoSmithKline.
http://www.miniclip.com/games/sneeze/en/
BEHAVIOURBEH. INTENTION
ATTITUDE TOWARD BEHAVIOUR
A. Beliefs about the outcome of the behaviour“If I run often with Z I will
be healthy”
B. Evaluation of the expected outcomes
“Running with Z is fun”
SUBJECTIVE NORMS
C. Normative beliefs“My family and friends
think I should use Z”
D. Motivation to comply“I want to do what they
want me to”
PERCEIVED BEHAVIOURAL
CONTROL
E. Control beliefs “There is nothing stopping
me from using Z”
F. Perceived power“I have the ability to use
Z”
THEORIES OF PERSUASION AND THE ROLE OF TECHNOLOGYFoong Pin Sym, NUS
