Persuasion technology
Encyclopedia
Persuasive technology is broadly defined as technology
that is designed to change attitudes or behaviors of the users through persuasion
and social influence
, but not through coercion
(Fogg 2002). Such technologies are regularly used in sales
, diplomacy
, politics
, religion
, military training
, public health
, and management
, and may potentially be used in any area of human-human or human-computer interaction. Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices (Oinas-Kukkonen et al. 2008), but this incorporates and builds on the results, theories, and methods of experimental psychology
, rhetoric
(Bogost 2007), and human-computer interaction. The design of persuasive technologies can be seen as a particular case of design with intent (Lockton et al. 2010).
As tools, technologies can increase people's ability to perform a target behavior by making it easier or restructuring it (Fogg 2002, ch. 3). For example, an installation wizard
can influence task completion – including completing tasks (such as installation of additional software) not planned by users.
As media, interactive technologies can use both interactivity and narrative to create persuasive experiences that support rehearsing a behavior, empathizing, or exploring causal relationships (Fogg 2002, ch. 4). For example, simulations and games instantiate rules and procedures that express a point of view and can shape behavior and persuade; these use procedural rhetoric (Bogost 2007).
Technologies can also function as social actors (Reeves & Nass 1996, Turkle 1984). This "opens the door for computers to apply [...] social influence" (Fogg 2002, p. 90). Interactive technologies can cue social responses through e.g. their use of language, assumption of established social roles, or physical presence. For example, computers can use embodied conversational agents as part of their interface. Or a helpful or disclosive
computer can cause users to mindlessly
reciprocate
(Fogg 1997b, Moon 2000).
Persuasive technologies can also be categorized by whether they change attitude and behaviors through direct interaction or through a mediating role (Oinas-Kukkonen & Harjumaa 2008): do they persuade through e.g. human-computer interaction (HCI) or computer-mediated communication
(CMC)? The examples already mentioned are the former, but there are many of the latter. Communication technologies can persuade or amplify the persuasion of others by transforming the social interaction (Licklider 1968, Bailenson et al. 2004), providing shared feedback on interaction (DiMicco 2004), or restructuring communication processes (Winograd 1986).
Persuasion design is the design of messages by analyzing and evaluating their content, using established psychological research theories and methods. Chak 2003 argues that the most persuasive web sites focus on making users feel comfortable about making decisions and helping them act on those decisions.
Numerous scientific studies show that online health behaviour change interventions can influence users' behaviours. Moreover, the most effective interventions are modelled on health coaching, where users are asked to set goals, educated about the consequences of their behaviour, then encouraged to track their progress toward their goals. Sophisticated systems even adapt to users who relapse by helping them get back on the bandwagon (Cugelman et al. 2011).
Technology
Technology is the making, usage, and knowledge of tools, machines, techniques, crafts, systems or methods of organization in order to solve a problem or perform a specific function. It can also refer to the collection of such tools, machinery, and procedures. The word technology comes ;...
that is designed to change attitudes or behaviors of the users through persuasion
Persuasion
Persuasion is a form of social influence. It is the process of guiding or bringing oneself or another toward the adoption of an idea, attitude, or action by rational and symbolic means.- Methods :...
and social influence
Social influence
Social influence occurs when an individual's thoughts, feelings or actions are affected by other people. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing...
, but not through coercion
Coercion
Coercion is the practice of forcing another party to behave in an involuntary manner by use of threats or intimidation or some other form of pressure or force. In law, coercion is codified as the duress crime. Such actions are used as leverage, to force the victim to act in the desired way...
(Fogg 2002). Such technologies are regularly used in sales
Sales
A sale is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....
, diplomacy
Diplomacy
Diplomacy is the art and practice of conducting negotiations between representatives of groups or states...
, politics
Politics
Politics is a process by which groups of people make collective decisions. The term is generally applied to the art or science of running governmental or state affairs, including behavior within civil governments, but also applies to institutions, fields, and special interest groups such as the...
, religion
Religion
Religion is a collection of cultural systems, belief systems, and worldviews that establishes symbols that relate humanity to spirituality and, sometimes, to moral values. Many religions have narratives, symbols, traditions and sacred histories that are intended to give meaning to life or to...
, military training
Military
A military is an organization authorized by its greater society to use lethal force, usually including use of weapons, in defending its country by combating actual or perceived threats. The military may have additional functions of use to its greater society, such as advancing a political agenda e.g...
, public health
Public health
Public health is "the science and art of preventing disease, prolonging life and promoting health through the organized efforts and informed choices of society, organizations, public and private, communities and individuals" . It is concerned with threats to health based on population health...
, and management
Management
Management in all business and organizational activities is the act of getting people together to accomplish desired goals and objectives using available resources efficiently and effectively...
, and may potentially be used in any area of human-human or human-computer interaction. Most self-identified persuasive technology research focuses on interactive, computational technologies, including desktop computers, Internet services, video games, and mobile devices (Oinas-Kukkonen et al. 2008), but this incorporates and builds on the results, theories, and methods of experimental psychology
Experimental psychology
Experimental psychology is a methodological approach, rather than a subject, and encompasses varied fields within psychology. Experimental psychologists have traditionally conducted research, published articles, and taught classes on neuroscience, developmental psychology, sensation, perception,...
, rhetoric
Rhetoric
Rhetoric is the art of discourse, an art that aims to improve the facility of speakers or writers who attempt to inform, persuade, or motivate particular audiences in specific situations. As a subject of formal study and a productive civic practice, rhetoric has played a central role in the Western...
(Bogost 2007), and human-computer interaction. The design of persuasive technologies can be seen as a particular case of design with intent (Lockton et al. 2010).
Taxonomies
Persuasive technologies can be categorized by their functional roles. B.J. Fogg (1998) proposes the Functional Triad as a classification of three "basic ways that people view or respond to computing technologies": persuasive technologies can function as tools, media, or social actors – or as more than one at once.As tools, technologies can increase people's ability to perform a target behavior by making it easier or restructuring it (Fogg 2002, ch. 3). For example, an installation wizard
Wizard (software)
A software wizard or setup assistant is a user interface type that presents a user with a sequence of dialog boxes that lead the user through a series of well-defined steps. Tasks that are complex, infrequently performed, or unfamiliar may be easier to perform using a wizard...
can influence task completion – including completing tasks (such as installation of additional software) not planned by users.
As media, interactive technologies can use both interactivity and narrative to create persuasive experiences that support rehearsing a behavior, empathizing, or exploring causal relationships (Fogg 2002, ch. 4). For example, simulations and games instantiate rules and procedures that express a point of view and can shape behavior and persuade; these use procedural rhetoric (Bogost 2007).
Technologies can also function as social actors (Reeves & Nass 1996, Turkle 1984). This "opens the door for computers to apply [...] social influence" (Fogg 2002, p. 90). Interactive technologies can cue social responses through e.g. their use of language, assumption of established social roles, or physical presence. For example, computers can use embodied conversational agents as part of their interface. Or a helpful or disclosive
Self-disclosure
Self-disclosure is both the conscious and subconscious act of revealing more about oneself to others. This may include, but is not limited to, thoughts, feelings, aspirations, goals, failures, successes, fears, dreams as well as one's likes, dislikes, and favorites.Typically, a self-disclosure...
computer can cause users to mindlessly
Ellen Langer
Ellen Jane Langer is professor of psychology at Harvard University who has studied the illusion of control, decision making, aging and mindfulness theory.-Biography:...
reciprocate
Reciprocity (social psychology)
Reciprocity in social psychology refers to responding to a positive action with another positive action, rewarding kind actions. People categorize an action as kind by viewing its consequences and also by the person's fundamental intentions. Even if the consequences are the same, underlying...
(Fogg 1997b, Moon 2000).
Persuasive technologies can also be categorized by whether they change attitude and behaviors through direct interaction or through a mediating role (Oinas-Kukkonen & Harjumaa 2008): do they persuade through e.g. human-computer interaction (HCI) or computer-mediated communication
Computer-mediated communication
Computer-mediated communication is defined as any communicative transaction that occurs through the use of two or more networked computers...
(CMC)? The examples already mentioned are the former, but there are many of the latter. Communication technologies can persuade or amplify the persuasion of others by transforming the social interaction (Licklider 1968, Bailenson et al. 2004), providing shared feedback on interaction (DiMicco 2004), or restructuring communication processes (Winograd 1986).
Persuasion design is the design of messages by analyzing and evaluating their content, using established psychological research theories and methods. Chak 2003 argues that the most persuasive web sites focus on making users feel comfortable about making decisions and helping them act on those decisions.
Reciprocal equality
One feature that distinguishes persuasion technology from familiar forms of persuasion is that the individual being persuaded often cannot respond in kind. This is a lack of reciprocal equality. For example, when a conversational agent persuades a user using social influence strategies, the user cannot also use similar strategies on the agent (Fogg 2002).Health behavior change
While persuasive technologies are found in many domains, considerable recent attention has focused on behavior change in health domains. Digital health coaching is the utilization of computers as persuasive technology to augment the personal care delivered to patients, and is used in numerous medical settings (Elton 2007).Numerous scientific studies show that online health behaviour change interventions can influence users' behaviours. Moreover, the most effective interventions are modelled on health coaching, where users are asked to set goals, educated about the consequences of their behaviour, then encouraged to track their progress toward their goals. Sophisticated systems even adapt to users who relapse by helping them get back on the bandwagon (Cugelman et al. 2011).
See also
Other subjects which have some overlap or features in common with persuasive technology include:- Collaboration toolCollaborative softwareCollaborative software is computer software designed to help people involved in a common task achieve goals...
s (including WikiWikiA wiki is a website that allows the creation and editing of any number of interlinked web pages via a web browser using a simplified markup language or a WYSIWYG text editor. Wikis are typically powered by wiki software and are often used collaboratively by multiple users. Examples include...
s) - PsychologyPsychologyPsychology is the study of the mind and behavior. Its immediate goal is to understand individuals and groups by both establishing general principles and researching specific cases. For many, the ultimate goal of psychology is to benefit society...
- PropagandaPropagandaPropaganda is a form of communication that is aimed at influencing the attitude of a community toward some cause or position so as to benefit oneself or one's group....
- RhetoricRhetoricRhetoric is the art of discourse, an art that aims to improve the facility of speakers or writers who attempt to inform, persuade, or motivate particular audiences in specific situations. As a subject of formal study and a productive civic practice, rhetoric has played a central role in the Western...
and oratoryPublic speakingPublic speaking is the process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners...
skills - Personal coachingCoachingCoaching, with a professional coach, is the practice of supporting an individual, referred to as the client or mentee or coachee, through the process of achieving a specific personal or professional result....
and groomingSocial groomingIn social animals, including humans, social grooming or allogrooming is an activity in which individuals in a group clean or maintain one another's body or appearance. It is a major social activity, and a means by which animals who live in proximity can bond and reinforce social structures, family... - AdvertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- Artificial intelligenceArtificial intelligenceArtificial intelligence is the intelligence of machines and the branch of computer science that aims to create it. AI textbooks define the field as "the study and design of intelligent agents" where an intelligent agent is a system that perceives its environment and takes actions that maximize its...
- Brainwashing
- CoercionCoercionCoercion is the practice of forcing another party to behave in an involuntary manner by use of threats or intimidation or some other form of pressure or force. In law, coercion is codified as the duress crime. Such actions are used as leverage, to force the victim to act in the desired way...
External links
- Stanford Persuasive Technology Lab
- The Sixth International Conference on Persuasive Technology - Columbus, OH, USA - June 2-5th, 2011