behavioural meetup: professor adam joinson on technology
DESCRIPTION
The Applied Behavioural Science Group was created for people who want to find out how insights from fields like behavioural economics and decision theory can be practically applied to business. We host commercial and academic speakers throughout the year and share their slides here. See our meetup group for further details of upcoming speakers. Brought to you by Prime Decision. Adam Joinson is Professor of Behaviour Change at UWE. His work is located at the intersection between technology, psychology and behaviour.TRANSCRIPT
Behavioural MeetupGuest Speaker: Professor Adam Joinson
Technology & Behaviour Change
Technology and Behaviour Change
Adam N JoinsonProfessor of Behaviour ChangeBehavioural Research Lab & Bristol Social Marketing CentreBristol Business School
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• McLuhan (1963):- technology as an extension of human senses.
Affordances
• A quality of the object
• An ‘action possibility’
• A ‘perceived’ affordance - relational
Persuasive technology
• B J Fogg
E-A-S-T framework
Extension
• Based on McLuhan’s definition of media
• Technology and tools…
• Make things faster, easier, more efficient.
• Remove barriers to completing an action – ease of completion
• Makes new actions possible
• Changes the reward structure
Extension
Amplification• Use of the tool amplifies an existing effect.• E.g. Uncertainty Reduction Theory (Berger,
1979)• Online interaction amplifies uncertainty,
and reduction behaviour (Tidwell & Walther, 1992; Gibbs, Eliison & Lai, 2011)
• E.g. Multiple audiences and anxiety (Goffman, 1959)• Marder, Joinson & Shankar (in prep) –
impact of multiple audiences on Facebook.
Social proof Social proof
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AUTHORITY
SCARCITY
CONSISTENCY
Computers as Social Actors• Reeves and Nass (1996): people apply
social rules to interaction with objects, computers.
• E.g. reciprocity (Moon, 2000), politeness (Fogg and Nass, 1997)
• Amplification can occur via application of social rules to interaction with a tool…
Shaping
• Choice architecture / nudges plus perceived (and real) affordances.
• “we shape our buildings, and afterwards our buildings shape us” (Churchill, 1943)
• Power of defaults (e.g. opt-out organ donation, pensions etc)
Shaping via defaults
Shaping
Shaping via biases
Shaping via constraints
Shaping via constraints
Shaping: Rewards
Questions?
Discussion
http://www.meetup.com/behavioural/
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