Persuasive Technology (eBook)

Cover 1
Foreword 9
Contents 15
Preface 23
Acknowledgments 26
Introduction: Persuasion in the Digital Age 29
Persuasion on the Web 30
Beyond the Web 30
The Emergence of “Captology” 33
Potential and Pitfalls 33
Advantage over Traditional Media: Interactivity 34
Advantages over Human Persuaders 35
1. Computers Are Persistent 35
2. Computers Allow Anonymity 36
3. Computers Can Store, Access, and Manipulate Huge Volumes of Data 36
4. Computers Can Use Many Modalities 37
5. Computer Software Can Scale 38
6. Computers Can Be Ubiquitous 38
How to Read This Book 39
Notes and References 40
Chapter 1 Overview of Captology 43
Defining Persuasion 43
Focus on the Human-Computer Relationship 44
Persuasion Is Based on Intentions, Not Outcomes 44
Levels of Persuasion: Macro and Micro 45
Microsuasion on the Web 47
Microsuasion in Video Games 47
Captology: Summary of Key Terms and Concepts 48
Notes and References 48
Chapter 2 The Functional Triad: Computers in Persuasive Roles 51
The Functional Triad: Roles Computers Play 51
Computers as Tools 52
Computers as Media 53
Computers as Social Actors 54
Applying the Functional Triad to Captology 55
Research and Design Applications 55
Notes and References 57
Chapter 3 Computers as Persuasive Tools 59
Seven Types of Persuasive Technology Tools 60
Reduction Technology: Persuading through Simplifying 61
Simplifying Political Input 62
Tunneling Technology: Guided Persuasion 62
Ethical Concerns 65
Tailoring Technology: Persuasion through Customization 65
Ethical Concerns 68
Tailoring Information for Context 68
Suggestion Technology: Intervening at the Right Time 69
Timing Is Critical 71
Self-Monitoring Technology: Taking the Tedium Out of Tracking 72
Eliminating a Language Quirk 73
Surveillance Technology: Persuasion through Observation 74
Surveillance Must Be Overt 75
Rewarding through Surveillance 76
Public Compliance without Private Acceptance 77
Conditioning Technology: Reinforcing Target Behaviors 77
Technology Applications of Operant Conditioning 78
Operant Conditioning in Computer Games 79
Applying Periodic Reinforcement 79
Shaping Complex Behaviors 81
The Right Persuasive Tool(s) for the Job 81
Notes and References 82
Chapter 4 Computers as Persuasive Media: Simulation 89
Persuading through Computer Simulation 90
Cause-and-Effect Simulations: Offering Exploration and Insight 91
HIV Roulette: A Cause-and-Effect Simulator 92
Rockett’s New School: Learning Social Skills 94
Implications of Designer Bias 95
Environment Simulations: Creating Spaces for Persuasive Experiences 97
LifeFitness VR Rowing Machine: Competing in a Virtual Environment 98
The Tectrix VR Bike: Pedaling to Explore a Virtual Environment 98
Managing Asthma in a Simulated Environment 100
Using Simulation to Overcome Phobias 102
In My Steps: Helping Doctors to Empathize with Cancer Patients 104
Object Simulations: Providing Experiences in Everyday Contexts 105
Baby Think It Over: An Infant Simulator 106
Drunk Driving Simulator 107
Notes and References 110
Chapter 5 Computers as Persuasive Social Actors 117
Five Types of Social Cues 118
Persuasion through Physical Cues 119
The Impact of Physical Attractiveness 120
Using Psychological Cues to Persuade 122
The Stanford Similarity Studies 123
The Personality Study 123
The Affiliation Study 126
Ethical and Practical Considerations 128
The Oscilloscope Study 128
Influencing through Language 129
Persuading through Praise 131
Social Dynamics 133
The Reciprocity Study 136
Persuading by Adopting Social Roles 139
Computers in Roles of Authority 139
Social Cues: Handle with Care 142
Notes and References 143
Chapter 6 Credibility and Computers 149
What Is “Credibility”? 150
A Simple Definition 150
Trustworthiness 151
Expertise 152
Combinations of Trustworthiness and Expertise 152
When Credibility Matters in Human-Computer Interaction 153
Instructing or Advising 154
Reporting Measurements 155
Providing Information and Analysis 156
Reporting on Work Performed 156
Reporting on Their Own State 157
Running Simulations 158
Rendering Virtual Environments 158
Four Types of Credibility 159
Presumed Credibility 160
Surface Credibility 160
Reputed Credibility 163
Earned Credibility 164
Dynamics of Computer Credibility 165
Errors in Credibility Evaluations 167
Appropriate Credibility Perceptions 168
The Future of Computer Credibility 169
Notes and References 169
Chapter 7 Credibility and the World Wide Web 175
The Importance of Web Credibility 176
Variability of Web Credibility 176
Two Sides of Web Credibility 177
The Stanford Web Credibility Studies 178
A Few Words about Our Findings 180
Interpreting the Data 183
Trustworthiness and Expertise on the Web 184
Trustworthiness and Web Credibility 184
Elements that Increase Credibility: Significant Changes in 2002 Results 185
Elements that Decrease Credibility: Significant Changes in 2002 Results 187
Expertise and Web Site Credibility 188
Elements that Increase Credibility: Significant Changes in 2002 Results 189
Elements that Decrease Credibility: No Significant Changes in 2002 190
The Four Types of Web Credibility 191
Presumed Credibility on the Web 191
Reputed Credibility on the Web 193
Awards 193
Seals of Approval 193
Links from Credible Sources 194
Word-of-Mouth Referrals 195
Surface Credibility on the Web 195
Design Matters 195
Enhancing Surface Credibility 197
Earned Credibility on the Web 198
The Interaction Is Easy 199
The Information Is Personalized 200
The Service Is Responsive to Customer Issues 200
The Web Credibility Framework 201
The Web Credibility Grid 203
The Future of Web Credibility Research and Design 204
Notes and References 205
Chapter 8 Increasing Persuasion through Mobility and Connectivity 211
Intervening at the Right Time and Place 211
The Study Buddy 211
HydroTech 212
An Emerging Frontier for Persuasive Technology 213
Persuasion through Mobile Technology 213
Examining Mobile Health Applications 214
The Kairos Factor 215
The Convenience Factor 216
Simplifying Mobile Devices to Increase Persuasion Power 218
Wedded to Mobile Technology 220
Motivating Users to Achieve Their Own Goals 221
The Importance of Experience Design 222
Persuasion through Connected Technology 223
Leveraging Current, Contingent, and Coordinated Information 223
Connected Products: Leveraging Social Influence 225
Persuading through Social Facilitation 225
The Power of Social Comparison 226
Leveraging Conformity - and Resistance 227
Applying Social Learning Theory 229
Modeling Behavior at QuitNet.com 229
Modeling at epinions.com 232
Persuading through Intrinsic Motivation 232
AlternaTV: Leveraging Group-Level Intrinsic Motivators 233
The Future of Mobile and Connected Persuasive Technology 235
Notes and References 236
Chapter 9 The Ethics of Persuasive Technology 239
Is Persuasion Unethical? 240
Unique Ethical Concerns Related to Persuasive Technology 241
1. The Novelty of the Technology Can Mask Its Persuasive Intent 241
2. Persuasive Technology Can Exploit the Positive Reputation of Computers 243
3. Computers Can Be Proactively Persistent 244
4. Computers Control the Interactive Possibilities 244
5. Computers Can Affect Emotions But Can’t Be Affected by Them 245
6. Computers Cannot Shoulder Responsibility 246
Intentions, Methods, and Outcomes: Three Areas Worthy of Inquiry 248
Intentions: Why Was the Product Created? 248
Methods of Persuasion 249
Using Emotions to Persuade 250
Methods That Always Are Unethical 251
Methods That Raise Red Flags 252
Operant Conditioning 252
Surveillance 254
Outcomes: Intended and Unintended 255
Responsibility for Unintended Outcomes 257
When Persuasion Targets Vulnerable Groups 258
Stakeholder Analysis: A Methodology for Analyzing Ethics 261
Step 1: List All of the Stakeholders 261
Step 2: List What Each Stakeholder Has to Gain 261
Step 3: List What Each Stakeholder Has to Lose 262
Step 4: Evaluate Which Stakeholder Has the Most to Gain 262
Step 5: Evaluate Which Stakeholder Has the Most to Lose 262
Step 6: Determine Ethics by Examining Gains and Losses in Terms of Values 262
Step 7: Acknowledge the Values and Assumptions You Bring to Your Analysis 262
Education Is Key 263
Notes and References 263
Chapter 10 Captology: Looking Forward 269
Five Future Trends in Captology 271
Trend 1: Pervasive Persuasive Technologies 271
Trend 2: Growth Beyond Buying and Branding 272
Healthcare 273
Education 274
Trend 3: Increase in Specialized Persuasive Devices 274
Trend 4: Increased Focus on Influence Strategies 275
Trend 5: A New Focus on Influence Tactics 277
Looking Forward Responsibly 278
Notes and References 279
Appendix: Summary of Principles 283
Figure Credits 291
Index 295
About the Author 311