Session 4 persuasive

Interactive Media: Persuasive Interaction Design

Tom MacTavishInstitute of Design

Course 545, Room514

Session 4

Today’s Agenda

• Schedule• Session 3, Quick Review• Assignment #3• Rhetoric• Assignment #4

Course ScheduleDate Topic

17 Jan Captology: Definition, Framework, Tools

24 Jan Functional Triad: Tools, Media, Social Actors

31 Jan Credibility, Behavioral and Evaluation Models

07 Feb Aristotle’s Rhetorical Devices

14 Feb Aristotle’s Fallacies, Digital Engagement

21 Feb Groundswell, Social Technographics

28 Feb Student Presentations

Quick Review

• Functional Triad• Credibility• Four Types of Credibility• Fogg Behavioral Model• Persuasive Systems Design• Behavior Grid

The Functional Triad

VR Sys

tem

Quicken Deluxe

Calculat

or

Social Actor --Creates relationships

A social actor can be persuasive by:•Rewarding people with positive feedback•Modeling a target behavior or attitude•Providing social support

A tool can be persuasive by:•Making target behavior easier to do.•Leading people through a process.•Performing calculations or measurements that motivate

A medium can be persuasive by:•Allowing people to explore cause and effect relationships•Providing people with vicarious experiences that motivate•Helping people rehearse a behavior

Medium –Provides experiences

Tool –Increases capabilities

Credibility is a perceived quality that has two dimensions: trustworthiness and expertise.

PerceivedTrustworthiness

PerceivedExpertise

PerceivedCredibility

Figure 6.1: The two key dimensions of credibility.

Persuasive Technology: Using Computers to Change What We Think and Do, B.J. Fogg, 2003

Credibility• Principle of Trustworthiness

– Computing technology that is viewed as trustworthy (truthful, fair, and

unbiased) will have increased powers of persuasion.

• First and most obvious, the perception that a source is fair and

unbiased will contribute to trustworthiness

• Next, sources that argue against their own interest are perceived as

being credible.

• Finally, perceived similarity leads to perceived trustworthiness.• Principle of Expertise

– Computing technology that is viewed as incorporating expertise

(knowledge, experience, and competence) will have increased powers

of persuasion

• Titles• Appearances• References• Certification


Four Types of Credibility

Type of credibility Basis for believability Presumed General assumptions in the mind of the perceiver Surface Simple inspection or initial firsthand experience Reputed Third‐party endorsements, reports, or referrals Earned Firsthand experience that extends over time

Table 6.1: Credibility of Computing Products


Fogg Behavior Model

Low Ability High Ability

Low Motivation

High Motivation

TargetBehavior

Increa

sing l

ikelin

ess t

o perf

orm th

e targ

et be

havio

r

1. Motivation• Pleasure/pain• Hope/Fear• Acceptance/Rejection

2. AbilityTimeMoneyEffort (Physical, Cognitive, Social, Habits)

3. Triggers• Spark• Facilitator• Signal

BJ Fogg

Persuasive Systems Design Techniques

Primary Task•Tailoring•Tunneling•Reduction•Self-Monitoring•Simulation•Personalization•Rehearsal

HCI Dialogue•Praise•Rewards•Reminders•Suggestion•Liking•Similarity•Social Role

System Credibility•Surface Credibility•Authority•Trustworthiness•Expertise•Real World Feel•3rd Party Endorsement•Verifiability

Social Influence•Social Learning•Social comparison•Social facilitation•Normative influence•Recognition•Cooperation•Competition

Harri Oinas-Kukkonen, 2010,

http://www.behaviorgrid.org/ BJ Fogg

Assignment #3

• For your class project, identify the early stages for persuasive design:

– Choose a simple behavior to target– Choose a receptive audience– Find what is preventing the target behavior– Choose an appropriate technology– Find relevant examples– No more than 2 slides. Post to SeeID

• Due Date: February 7th

Name Domain Application Area Targeted Change

Jin Shaun Ang Self Improvement Resolutions Sustained progress and building in

resolutions from year to year

Diego Bernardo Healthcare Oral Health for Kids More frequent use

Rebecca Buck K‐12 Education Self‐Assessment Empowerment

Jongpil

(JP) Joo Commerce Mobile Advertisements Positive experience with mobile adverts:

entertaining, informing

Woo Hyun Kim Exercise Bike Riding Stretching

Emilia Klimiuk Self Improvement Communication More responsive email behaviors

Anthony Mallier Recreation Hobby Selection Time, Knowledge, Barriers

Reena

Patel Commerce Review writing in Omni‐

channel environment

Writing more frequently

Collin Smith Parenting Household Chores Increased affection, mastery, and

completion rates

Brian Strawn Non‐profits Existing and New

Member Engagements

Increase members, giving, attendance,

digital engagement

Graham Tuttle Wildlife Preservation Fund Raising and

Awareness

Impulse donations, increased sense of

responsibility

Crystal Yin Self improvement Embedded Interaction

sys

Review daily behavior and experience

Persuasive IxD

Project List

Aristotle’s Rhetoric

The faculty of observing in any given case the available means of persuasion:

(1) the speaker's power of evincing a personal character which will make his speech credible (ethos

);

(2) his power of stirring the emotions of his hearers (pathos

);

(3) his power of proving a truth, or an apparent truth, by means of persuasive arguments (logos

).

http://www.public.iastate.edu/~honeyl/Rhetoric/oneindex.html

Approach

• Set your goals and the argument’s tense• Do you want to emphasize character (Ethos),

logic (Logos), or emotion (Pathos)• Make sure the time and the medium (Kairos)

are ripe for persuasion.

From: Thank You for Arguing, Jay Heinrichs, Three Rivers Press, 2007

Ethos/Speakercredibility - trust

Logos/Messageconsistency - logic

Pathos/Audienceemotions - imagination

Rhetorical Triangle

Setting Your Goal

• Do you want to change your audience’s: – Mood: Stimulate your audiences emotions– Mind: Change their opinion– Willingness to Act: Get them to take action


Taking Control of the Issue

• Select your focus on the– Past by using blame

and discussing guilt and

innocence (forensic).– Present by discussing praise or blame of their

values

(demonstrative) – Future by describing the choices

and advantages

that will accrue for you audience


Example

• http://www.youtube.com/watch?v=lMbl0niCDyc

http://www.youtube.com/watch?v=lMbl0niCDyc


• Select your focus on the– Past by using blame and discussing guilt and

innocence (forensic).



• Select your focus on the– Present by discussing praise or blame of their

values (demonstrative)



• Select your focus on the– Future by describing the advantages that will

accrue for you audience


• Ethos – Argument by Character• Pathos – Argument by Emotion• Logos – Argument by Logic• Kairos – Seizing the moment

Rhetorical Arguments


Strategy Definition

Decorum Your ability to fit in with the audience’s expectations

Virtue The appearance of living up to your audience’s values.

Practical Wisdom Practical thought derived from experience

Disinterest An apparent willingness to sacrifice your own interests for the

greater good.

Ethos – Argument by Character


Ethos – Decorum

Tactic Definition Example

Code Grooming Using language and style

unique to the audience

Carbon Footprint, Carbon Offset,

Certified Wood, Eco‐friendly, Fair

Trade, Green Design, Repurpose

Identity Strategy Getting an audience to

identify with an action –

to see the choice as one

that helps define them as

a group

Certification: EnergyStar, LEEDBranding: EcoLogoProcess: C2C (Cradle to Cradle)

Irony Saying one thing to

outsiders with a meaning

revealed only to your

group.

This is just like Bottled Water.

Your ability to fit in with the audience’s expectations

From: Thank You for Arguing, Jay Heinrichs, Three Rivers Press, 2007, Examples are mine.

Ethos – Virtue Tactic Definition Example

Bragging The straightforward, and

least effective, way to

enhance your virtue.

Walton Chrysler Jeep has 3

generations working for you. We

promise to see to your every need

personally, as we have for over a

half century.

Witness Bragging An endorsement by a

third party, the more

disinterested, the better.

Walton Chrysler Jeep on Dempster

in Skokie IL is your "5‐Star Dealer"

for New Chrysler and New Jeep

vehicles in the Chicago area.

Logic‐Free Values Focusing on the

individual values‐words

and commonplaces to

bring a group together

and get it to identify with

you.

Walton Chrysler Jeep, where

everybody is family!

The appearance of living up to your audience’s values.

http://www.waltoncj.com/


Ethos – Practical Wisdom Tactic Definition ExampleShowing off experience Give specific examples

demonstrating your familiarity

and exposure to situations.

“I’ve been to Iraq eight times, I know the

leaders, I know the situation on the ground”.

“I know that Sunni and Al‐Qaeda are closely

tied.”

John McCain

Bending the rules If the rules don’t apply, don’t

apply them–

unless ignoring the

rules violates the audience’s

values.

“You know, I've been called a maverick;

someone who marches to the beat of his own

drum. …. don't work for a party. I don't work

for a special interest. I don't work for myself. I

work for you. “ John McCain, Nomination

Acceptance Speech

Appearing to take the

middle course

In an argument, it helps to make

the audience think your

adversary’s position is an

extreme one.

“Senator Obama seemed to back off of some

of the primary campaign rhetoric about taxes

and said some tax increases could be

postponed. He also said that, yes, the capital

gains rate should go up, but he softened (at

least to my ears) the pitch as to how high. He

even said that for small business startups,

there should be no capital gains at all.”

Vince

Farrellhttp://www.cnbc.com/id/25095158

Practical thought derived from experience


Ethos –

DisinterestTactic Definition Example

Reluctant Conclusion Appearing to have reached

our conclusion only because

of its overwhelming

rightness.

“The indisputable elements of her

Bosnian adventure affirm (again) the

reluctant conclusion I reached in the

final chapter of A Woman In Charge, my

biography of her published last June: “

Carl Bernstein, March 26, 2008 http://www.carlbernstein.com/noteboo

k/index.php

Dubitato Seeming doubtful of your

own rhetorical skill. The

plain spoken speaker is often

the most believable.

“Mr. Bush's eloquence is in his

plainspokenness, in the fact that each

word is a simple coin with a definite

worth. The speech was fact‐filled, dense

and not airy. Its main point was to tell

the American people we are in the fight

of our lives and that we had better win,

and will.”

Peggy Noonan, Jan 31, 2002.

http://www.opinionjournal.com/column

ists/pnoonan/?id=95001799

An apparent willingness to sacrifice your own interests for the greater good.


Pathos – Argument by EmotionStrategy Definition

Sympathy Registering concern for your audience’s emotions

Belief Engage the audience by referring to their own experience

Backfire Overplay your emotion to calm an individual’s reaction.

Persuasive Emotions Appeal to the emotional reaction of your audience.

Figures of Speech Use specific rhetorical devices for calculated effect.


Pathos –

Persuasive Emotions


Anger Rouse an audience to

action.

Don’t you hate it when you are

trying to board the bus and

someone fumbles for correct

change?

Patriotism Attaches a choice or

action to the audience’s

sense of group identity

We can save money and time by

supporting automatic payment

systems. Let’s show people that our

use of modern technology can solve

problems for our community!

Emulation Emotional response to a

role model.

John gave his aged mother a

payment card and she loves to brag

about his love and support.

Humor A good calming device

that can enhance your

ethos.

Having fun with your credit card…

Appeal to the emotional reaction of your audience.


Credit Cards

Pathos – Figures of SpeechTactic Definition Example

Cliché

twisting Using overworked language

to your advantage.

Joe Six Pack, Joe the Plumber, Joe the

Dairyman.

Editing Out Loud Interrupting yourself or your

opponent to correct

something.

It is usually argued at this point that if

the government gets out of the mail

delivery business, small towns like

Podunk will not have any mail service.

The answer to this can be found in the

history of the Pony Express . . .

Ironic

Understatement

Makes you seem calmer

than your opponent.

It was a cool 115 degrees in the shade.

Climax Uses overlapping words in

successive phrases in a

rhetorical crescendo.

The concerto was applauded at the

house of the Baron, it was praised highly

at court, it was voted best concerto of

the year by the Academy, it was

considered by Mozart the highlight of his

career, and it has become known today

as the best concerto in the world.

Use specific rhetorical devices for calculated effect.


Logos – Argument by LogicStrategy DefinitionDeduction Applying a general principle to a particular matter.Induction Argument by example. It starts with the specific and

moves to the general.

Concession Using your opponent’s own argument to your advantage. Framing Shaping the bounds of an argument. Logical Fallacies Incorrect logic.Bad Proof The argument’s commonplace or principle is

unacceptable, or the examples are bad.

Bad Conclusion We’re given too many choices, or not enough, or the

conclusion is irrelevant to the argument.

Rhetorical Fouls Mistakes or intentional offenses that stop an argument

dead or make it fail to reach a consensus.


Logos –

DeductionTactic Definition Example

Enthymeme A logical deduction based on

a commonplace, assumed

premise

Do you plan to vote for “Tax and Spend

Liberals,”

so they can redistribute your

wealth and implement socialism?

Proof Spotter Premises without proof There are “Tax and Spend Liberals”All Tax and Spend Liberals are alike.They will redistribute your

wealthThey will implement socialism.

Commonplace Any cliché, belief, or value

that can serve as your

audience’s summarized

public opinion.

“Marriage needs protection”“kids these days”“We got trouble in River City.”“Tax and Spend Liberals”“No Child Left Behind”

Applying a general principle to a particular matter.


Logos –

InductionTactic Definition Example

Fact Commonly agreed reality Research papers by Jonathan Grudin

are

very well written and received by the

HCI community.

Comparison Relative position Grudin’s

papers are far more readable

and useful than those by Eric Horvitz.

Story A specific instance told in a

memorable way.

I had 10 minutes before my deadline and

I needed back up material to prove my

point. Grudin’s

paper was the most

helpful and best targeted paper that I

had ever found on Context Aware

technology.

Argument by example. It starts with the specific and moves to the general.


Logos – FramingTactic Definition Example

Framing Strategy Define the issue broadly,

appealing to the values of

the widest audience.Deal with the specific

problem or choice, using the

future tense.

Gun Control: Our increasingly violent

society, or a citizen’s right to protect

himself. Borrowing the Car: A privilege, or a

matter of fairness (sister got to borrow it

last week).

Term Change Inserting your own language

in place of your opponents.

Credit card debt is bad debt.

Redefinition Accepting your opponent’s

terms while changing their

connotation.

While I agree that credit card debt may

be useful, it signals a death knell to your

financial freedom.

Definition Jujitsu Using your opponent’s terms

to attack them.

Myth: Aren't there positive uses of a

credit card?

Like rebates and airline

miles?

Truth: Responsible use of a credit card

does not exist.

Credit card debt is a

major problem in America.

Shaping the bounds of an argument.


Kairos

–

Seizing the momentStrategy DefinitionPersuadable Moment When the audience is ripest for your argument.Style Proper language, Clarity, Vividness, Decorum, OrnamentDelivery Attitude and Pitch


Kairos

–

Persuadable Moment


Moment Spotter Uncertain moods and beliefs

signal a persuadable

moment.

Should I call 911, 311, or 411?

Perfect Audience Diagnose to ensure that the

audience is receptive,

attentive, and well disposed

toward you.

Marriage proposal on a baseball stadium

screen is high risk, unless you know that

your ‘intended’

likes public exposure and

will likely say, “Yes.”

Audience Change If the current audience isn’t

ready for persuasion, seek

another one.

Shift your target, as needed.

When the audience is ripest for your argument.


Other Rhetorical DevicesDevice Example

Eponym Is he smart? Why, the man is an Einstein. Has he suffered?

This poor Job can tell you himself.

Allusion If you take his parking place, you can expect World War II all

over again.

Hyperbole It is the end of the world as we know it.

Litotes Understatement generated by denying the opposite or

contrary of the word which otherwise would be used.

http://www.virtualsalt.com/rhetoric.htm

See http://vchefti.wordpress.com/tag/figures‐of‐speech/ for more examples.

Assignment #4

• For your class project, consider a user situation in which MAT can be applied:

– Identify motivational opportunities– Identify ability improvement opportunities– Discuss a ‘trigger’

strategy

– No more than 2 slides. Post to SeeID

• Due Date: February 14rd

Session 4 persuasive

Technology

Transcript of Session 4 persuasive