human-technology interaction eindhoven university of technology · 2009-09-12 · persuasive...
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Persuasive Technology
Jaap Ham
Human-Technology Interaction
Eindhoven University of Technology
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Persuasive Technology
Persuasion: Overview
Persuasion/Communication matrix
Less effortful persuasion
Dual process models
Persuasive Technology
Ambient Persuasive Technology
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Persuasion
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Persuasive technology and persuasive
communication
Persuasion: Overview
Relevant variables
Persuasion/Communication matrix
Less effortful persuasion
Dual process models
Persuasive Technology
Ambient Persuasive Technology
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Persuasion
influencing attitudes and behavior throughcommunication
intentional
attitude as an evaluative judgment of an object of thought, encompassing affective, cognitive and behavioral responses.
attitude-behavior relationship
attitudes as enduring or temporary constructions
intentions, choices, overt behaviors, behavioralcategories
information processing
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Persuasive technology and persuasive
communication
Persuasion: Overview
Relevant variables
Persuasion/Communication matrix
Less effortful persuasion
Dual process models
Persuasive Technology
Ambient Persuasive Technology
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Simplified Persuasion/ Communication Matrix
(Based on McGuire, 1985, 1989)
Standard persuasion variables relevant for messages:
Inputs (independent variables)
Source Message Channel Receiver Context
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Persuasion variables
Source: a.o. attraction, similarity, trustworthiness, expertise, power, status, communication style (appearance, voice, gestures,), individual vs group; single vs multiple.
Message: argument strength (newness, valence, trueness), discrepancy, emotional vs cognitive; positive vs negative (fear) appeals, humor, type of language (eg metaphors, complexity, concrete vs abstract), onesided vs twosided, implicit vs explicitconclusions, including vs omitting weak arguments; message length. overload, repetition.
Channel: sensory mode, verbal/nonverbal, physical/electronicalmedia, interactivity & intelligence, personal vs mass media.
Receiver: prior attitude, attitude function, confidence, ambivalence, involvement, commitment, self-esteem, activeparticipation, intelligence, prior beliefs and knowledge, otherattitudes, etc.
Context: group context; individual context; noisy vs. quietenvironment; etc.
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Persuasion Process: Steps that individuals must be persuaded
to take for message to have impact: (McGuire,1985)
exposure
attention
liking, interest
comprehension
generating related cognitions
acquiring relevant skills (learning how)
agreeing with message position (attitude change)
storing change in memory
retrieving relevant material from memory
decision making using retrieved material
acting in accord with decision
postaction consolidation of new pattern
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Simplified Persuasion/ Communication Matrix
(Based on McGuire, 1985, 1989)
Steps that individuals must be persuaded to take for message to have impact:
Ou
tpu
ts (
dep
en
den
t va
riab
les)
Attention
Understanding
Attitude
Intention
Behavior
Consolidation
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Simplified Persuasion/ Communication Matrix
Inputs (independent variables)
Source Message Channel Receiver Context
Ou
tpu
ts (
dep
en
den
t va
riab
les)
Attention
Understanding
Attitude
Intention
Behavior
Consolidation
(Based on McGuire, 1985, 1989)
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Simplified Persuasion/ Communication Matrix
Inputs (independent variables)
Source Message Channel Receiver Context
Ou
tpu
ts (
dep
en
den
t va
riab
les)
Attention fear arousal
Understanding
Attitude
credibility, attractivity, Internalized social influence
Discrepancy message-receiver Argument strength
Involvement
Intention Social norm
Behavior InstructionSituational barriers
ConsolidationGoal-feedback
(Based on McGuire, 1985, 1989)
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P/C Matrix: persuasion variables influence
process
1. Cells indicate communication issues: e.g- receiver involvement > attention
- channel >exposure, comprehensibility, targeting, yielding (eg through bymultimodel communication), memory storage
- source>attention, yielding (eg through identification, trueness, incentivecontrol, trust).
- group source> conformity, norms, minority influence
- message>comprehensibility, yielding, persistence (eg feedback).
- message cue>retrieval of attitude
- trustworthiness>message acceptance; trustworhtiness may reduce argument processing
- receiver task>message effects (eg contextual music> liking; arguments>deciding)
2. Matrix structures analysis and warns for oversimpliflication: - effect size, distal step fallacy, mediator fallacy.
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Persuasive technology and persuasive
communication
Persuasion: Overview
Relevant variables
Persuasion/Communication matrix
Less effortful persuasion
Dual process models
Persuasive Technology
Ambient Persuasive Technology
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Less effortful persuasion
conditioning
activated associations and feelings
mood
mere exposure
bodily feedback
ease of retrieval, generation and processing
trustworthiness
consensus cues
message from characteristics
...
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Attitudes based on direct experience
based on sensory experience
images, concrete exemplars, narratives
holistic
rapid
automatic
emotion loaded
preconscious
certain
guiding behavior
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Less effortful persuasion: role of context
attitudinal responses vary
across situations and current goals (e.g. hunger in the
supermarket).
across what comes to mind (job attitude during party or
after tiring meeting.
accessibility and applicability influence judgment,
choice and action: eg norm activation about litter
external cued evaluation vs chronic accessibility of
central attitudes
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Less effortful persuasion: Effects of prior behavior
forced compliance> reactance
incentives>overjustification
dissonance:
behavior>dissonant cognitions
minimal justification
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Persuasive technology and persuasive
communication
Persuasion: Overview
Relevant variables
Persuasion/Communication matrix
Less effortful persuasion
Dual process models
Persuasive Technology
Ambient Persuasive Technology
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Dual processing models
Family of models (Chaiken & Trope, 1999)
continuum of processing effort with
two prototypical modes of persuasion
ability, motivation and opportunity variables
influence depth of processing
persuasion on basis of issue relevant
arguments will be more persistent, behavior
predicting, resistant
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21E
lab
ora
tio
n L
ike
liho
od
Mo
de
l
(Pe
tty &
Ca
cio
pp
o, 1
98
6)
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MODE-model (Fazio,1992)
Motivation and Opportunity to elaborate DEtermine route:
1.deliberate processing> beliefs>attitudes>consistent action
2. spontaneous processing
strong attitude> automatic attitude activation> consistent
action
weak attitude>no automatic attitude activation>inconsistent
action
e.g. a birthday cake activates a weak attitude towards
(un)healthy food eat it!.
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MODE-model (Fazio,1992)
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Persuasive Technology
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What is it?
Persuasive technology is any interactive
computing system designed to change
people's attitudes or behaviors (Fogg, 2003).
a class of technologies that are intentionally
designed to change a person’s attitude or
behaviour (IJsselstein et al., 2006).
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persuasive technology
intentional attempt to change attitudes or
behaviors
non-coercive or deceptive; the grey area of
pre-conscious persuasion.
computer as change agent interaction with vs
through computers
however: still the full input-output matrix applies: eg
no persuasion without attention, or attitude retrieval
etc.
issue of attribution
>analogue to human persuasion27
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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persistent
anonymous
manages huge volumes
of data
many channels and
modalities (e.g. games)
scale easily
go where humans
cannot go
Advantages of PT
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persistent
anonymous
manages huge volumes
of data
many channels and
modalities (e.g. games)
scale easily
go where humans
cannot go
Advantages of PT
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Domains (selection)
education, training
safety
environmental preservation
healthcare (fitness, therapy )
occupational productivity/effectiveness
disease management (e.g. asthma)
personal finance (budget management)
self-improvement (e.g. goal setting)
citizen behavior (e.g. tax paying, voting)
commerce
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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The functional triad
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The functional triad
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The functional triad
social
actor
medium
tool
creates relationship
provides experience
increases capability
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Persuasive Technology: Functions and Roles
tool, making tasks easier: offering skills, abilities, knowledge, efficacy (e.g. wizard, decision aid,
captive tunneling devices)
tool, performing calculations that motivate: changing pre-action beliefs, feedback, goal setting. eg energy feedback;
exercise feedback
medium of non-available experiences of cause and effect: forming beliefs, feelings through 'direct' sensory experience (e.g new house,
climate change;
medium, behavioral rehearsal: acquiring ability, skills (eg healthy party behavior), desensitization
social actor that rewards, models, provides social support: social influence, rewards (shoulder padding, tamagotchi), norm setting,
socializing.
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Types of tools
Reduction concept: make it easier and simpler:
mechanism: change cost-benefit ratio; efficacy
example: . one click shopping
Tunneling concept: define pathway
mechanism: reduction mental effort; foot in the door
example: registration on web forum
Tailoring concept: making it personal
mechanism: enhance information processing and argument strength
example: personal fitness advisor; take accoount of user's mood or task.
Suggestion concept: choose the right moment
mechanism: enhance relevance and usefulness
example: offer anti-virus software software product when experiencing a virus;; rfid/gps in education
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Tools (2)
Self-Monitoring
concept: assess goal achievement
mechanism: personal outcome feedback and goal setting
example: fuel management
Surveillance
concept: observe your persuadee overtly
mechanism: normative control, social facilitation (?),
example: webcam for using public services; (auto watch)
Conditioning
concept: incentives schemes help
mechanism: operant conditioning; shaping
example: gaming; learn procedures
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Effects of Immersion and a Virtual Coach on
Motivation and Presence with a Home Fitness
Application
An object frequently
encountered at yard
sales,
or gathering dust in the
attic is the stationary
exercise bike.
Human-Technology Interaction
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Gaming in Context:
Effecten van de fysieke en
sociale omgeving op game-
beleving en sociale interacties
rondom de game
•creates rewarding situations
•learning about world
•ideological persuasion
>ethical issues
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Persuasive Gaming
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Illustrations in energy consumption
blue light signals outdoor temperature for switching off
airco (Seligman, 1978)> prompt
monitor indicates electricity consumption rate/costs (eg
Hutton) >aggregated behavioral feedback
thermo-sensitive tiles in bathroom: non-verbal
behavioral feedback
visualized electric pulses: issue attention enhancement
monitor gives interactive choice feedback before overt
action (McCalley, 2002): action specific interactive
feedback
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Using user interface of systems
User specific
Action specific
Immediate and interactive
PT as a tool that gives Interactive feedback
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Interactive Feedback can be Effective
Reported improvement in energy consumption: 18 %
(compared to no feedback condition)
(e.g., McCalley & Midden, 2001, 2006)
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Technological media provide experience
Simulated cause- and-effect scenarios
concept: what-if simulations explore potential consequences
mechanism: change beliefs
example: phobia therapy; learning social skills; risk taking
Simulated environments
concept:
create situations that reward and motivate
practice target behavior
exposure to frightening situations
role playing
examples: virtual fitness; fuel efficient driving; experience flood, manage asthma
Simulated objects
concept: virtuele objecten in reele omgeving
mechanism: direct experience of object
example: drunken driver simulation
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Persuasive mirror
visual behavioral
feedback for experiencing
highly self-relevant
effects of unhealthy
behavior
use activity and
behavioral sensoring
morphing technology
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Experiencing future risks
Lack of awareness and direct experience may
be compensated by simulated experience
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Virtual treatment of phobias and fears
phobia treatment using virtual
environments
systematic desensitization
comparable to standard
procedure
generalization to real world
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50
Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Systems as Persuasive Social actors
rewarding people
modeling behavior or attitude
providing social support
Can a system be social and what makes it social?
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Social actor?
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Persuasive Social Actors
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PT as a tool that gives Social Feedback
Ham & Midden,
2008a, 2008b, 2009
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Social Feedback
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Social Feedback
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Factual Feedback
Feedback condition: Factual feedback
Participants in the factual feedback condition received interactive factual feedback about
their electricity use through the energy meter.
The energy meter gave
Participants feedback at
6 levels of specificity.
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Social Feedback
Feedback condition: High-agency social feedback
This is Victor, an advanced robot
with a mind of his own. He will provide
you with feedback on your electricity
use.
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Social Feedback
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Social Feedback
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Energy Consumption with
Social Feedback vs. Factual Feedback
47% lower energy
consumption!
Ham & Midden, 2008a, 2008b, 2009
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62
Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Credibility and Trust
Similarity experiments at Stanford personality,
in/out group,
gratitude
Antecedents of trust trust in systems (Devries & Midden)
trust in information sources (Meijnders etal)
Social trust caring
shared values vs. fairness
effects on risk taking, exceeding the familiar
the affective pathway (Midden& Huijts)
Trust and credibility on the web ...
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Trust in automated systems
Human-Technology Interaction
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65
Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Persuasive Technology and Health
Examples:
food phone
bronkie
magic mirror
vr fitness coach
In my steps
(empathy with cancer patient)
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some health related examples
weight mirror> anticipated regret
calorie monitor> behavioral feedback
bronkie video game: training self-efficacy
....
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Interactive feedback and use of resources
application specific
use user interface
behavior specific
decision focused
goal specification and goal-feedback linkage
>more extensive support of sustainable consumption patterns (including behavior selection, social coordination).
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Mobile communication and persuasion
Recording daily
experiences
Stay informed
about the life of
others
Human-Technology Interaction
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70
Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Some conclusions
Rapid spreading of persuasive technology
Need for understanding mechanisms and
effectiveness of persuasive agents.
Great potential for serving human wellbeing,
e.g. health, sustainability, social
responsibility, empowerment.
Need for ethics and regulation, e.g. in
commercial and ideological domains.
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72
Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Definitions
Advantages of PT
Functional triad:
PT as a Tool
PT as a Medium
PT as a Social Actor
Credibility and Trust
Some more examples
Conclusions
Ambient Persuasive Technology
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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Daily lifeYou have to set the
temperature to 60ºC
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Disadvantages of traditional PT
Traditional PT
• needs focal attention
• takes away cognitive resources
• users must be motivated to pay attention to it
A challenge to traditional Persuasive Technology:
• In real-life situations, people do not have these cognitive
resources available!
• Persuasive technology might even give rise to reactance
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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Ambient Persuasive Technology
Recently, technology can be integrated into
the environment unobtrusively
APT can attempt to influence user behavior
By getting 'out of the box', and becoming a
part of the environment
Influence at a low level of conscious
perceptual attention
Influence at a low level of conscious
cognitive attention
Without reactance?
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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Ambient Persuasive Technology
Implicit feedback
For example:
Wattson provides feedback
about energy use in relatively
implicit ways.
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Ambient PT giving feedback
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Some other examples
Tatsuo Nakajima, Waseda University,
Tokyo
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Ambient Persuasive Technology
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Ambient Persuasive Technology
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perFrames: Persuasive Picture Frames
for Proper Posture
(Obermair et al., 2008)
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Is this ambient or focal?
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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APT can persuade without conscious
cognitive attention
Earlier research has not answered this question
Fundamental characteristic of APT
If APT cannot, it might also be sensitive to
cognitive load ….
And loose its power after attention is lost
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Subliminal feedback
feedback for 22 ms.
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Discussion
Supraliminal (interactive) feedback and
subliminal (interactive) feedback both
led to more correct energy consumption
ratings as compared to receiving no
feedback
APT can influence unconsciously!
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Discussion
Subliminal feedback is unconscious:
22 ms (as reported in earlier literature)
funneled questions about awareness: no
participant reported seeing the happy or
sad faces
APT can influence unconsciously!
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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Ethical considerations
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
Disadvantages of traditional PT
Properties of Ambient PT
Low conscious perceptual attention
Low conscious cognitive attention
Ethical questions
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Persuasive technology and persuasive
communication
Persuasion: Overview
Persuasive Technology
Ambient Persuasive Technology
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Persuasive Technology
Jaap Ham
Human-Technology Interaction
Eindhoven University of Technology