Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J....
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Transcript of Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J....
![Page 1: Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J. FOGG.](https://reader036.fdocuments.net/reader036/viewer/2022062305/56649f045503460f94c179af/html5/thumbnails/1.jpg)
Persuasive TechnologyUsing Computers to Change What We Think and Do
Rose Roberts, Nobu Takeo
B.J. FOGG
![Page 2: Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J. FOGG.](https://reader036.fdocuments.net/reader036/viewer/2022062305/56649f045503460f94c179af/html5/thumbnails/2.jpg)
Contents
What is Persuasive Technology (Captology)?Computers in persuasive roles
Tool, Medium, Social actor
Credibility and computersCase study
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What is Persuasive Technology?
Behavior change
Attitude change
Motivation
Change in worldview
Compliance
Web sites
Mobile phones
Simulation
Exercise equipment
Kiosks
Computing technologies Persuasion
Ca
pto
log
y
Captology is a study of interactive computing products created for the purpose of changing people's attitudes or behaviors.
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Advantages over human persuaders
Computers are persistent allow anonymity can handle huge volumes of data can use many modalities can scale can be ubiquitous
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Computers in Persuasive Roles
Tool: Increases capability
Medium: Provides experience
Social actor: Creates relationship
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Computers as persuasive tools
Making desired outcome easier to achieve byReduction: complex to simpleTunneling: narrowing scopeTailoring: general to specificSuggestion: intervening at the right timeSelf-monitoring: feed backSurveillance: observationConditioning : positive reinforcement
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Example: Reduction
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Example: Tunneling
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Example: Tailoring
http://scorecard.orghttp://map2.scorecard.org/AppletPage.jsp?SIZE=300,300&APPLET_SIZE=620,440&VIEW=data/mainland/tri.view&EXTENT=-13111324,3987473,-13092586,3976595
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Example: Suggestion
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Example: Self-Monitoring
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Example: Surveillance
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Example: Conditioning
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Computers in Persuasive Roles
Tool: Increases capability
Medium: Provides experience
Social actor: Creates relationship
![Page 15: Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J. FOGG.](https://reader036.fdocuments.net/reader036/viewer/2022062305/56649f045503460f94c179af/html5/thumbnails/15.jpg)
Computers as persuasive media
Simulated cause-and-effect scenarios Simulated environments Simulated object
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Example: Cause-and-Effect
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Example: Object simulation
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Computers in Persuasive Roles
Tool: Increases capability
Medium: Provides experience
Social actor: Creates relationship
![Page 20: Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J. FOGG.](https://reader036.fdocuments.net/reader036/viewer/2022062305/56649f045503460f94c179af/html5/thumbnails/20.jpg)
Computers as persuasive social actors
Physical cue: face, eyes, body movement Psychological cue: preferences, humor,
empathy Language cue: praise, spoken language Social dynamics cue: turn taking, cooperation Social roles cue: teammate, opponent, pet
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Example: Physical cue
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Example: Psychological Cue
The intense sunlight will clearly cause blindness. The sunglasses are absolutely important.
It seems that the intense sunlight could possibly cause blindness. Without adequate vision, don't you think that survival might become more difficult? The sunglasses might be important.
People prefer social styles that are similar to themselves in some way.
A
B
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Example: language cue
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Example: social dynamics
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Example: Social dynamics
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Example: Social role
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Social Cues: Handle with care
If we use social cues a lot, we either win bigger or lose bigger.
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Contents
What is Persuasive Technology (Captology)?Computers in persuasive rolesTool, Medium, Social actorCredibility and computersCase study
![Page 29: Persuasive Technology Using Computers to Change What We Think and Do Rose Roberts, Nobu Takeo B.J. FOGG.](https://reader036.fdocuments.net/reader036/viewer/2022062305/56649f045503460f94c179af/html5/thumbnails/29.jpg)
Credibility and computers
Perceivedtrustworth
iness
Perceivedexpertise+
Perceivedcredibility
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Credibility and computers
Perceivedcredibility
Perceivedexpertise
Perceived
trustw
orth
ines
s
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Perspectives of credibility
Presumed: general assumptions and stereotypes in the mind.
Surface: first impressions of surface traits
Reputed: third-party reports
Earned: experience over time
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Contents
What is Persuasive Technology (Captology)?Computers in persuasive rolesTool, Medium, Social actorCredibility and computersCase study