Persuasion and Behaviour Change

MSc Product Design31st Jan 2017

Behaviour Change

Design to encourage a certain type of behaviour

Websites and apps use this extensively to influence your behaviour.

Nudge Theory

Suggesting the right course of action without actually enforcing it

“Since 2008, Illinois has required that all driving licenceapplicants actively decide whether to register as a donor or not. The percentage of donors signed up to the register has increased from 38 per cent to 60 per cent as a result.”

Examples

https://www.youtube.com/watch?v=2lXh2n0aPyw

Open University’s Follow the Lights

Fogg Behavioural Model

Fogg Behavioural Model

Seven StrategiesReduction – simplifies a task that the user is trying to do.

Tunneling – guides the user through a sequence of activities, step by step.

Tailoring – provides custom information and feedback to the user based on their actions.

Suggestion – gives suggestions to the user at the right moment and in the right context.

Self-monitoring – enables the user to track his own behavior to change his behavior to achieve a predetermined outcome.

Surveillance – observes the user overtly in order to increase a target behavior.

Conditioning – relies on providing reinforcement (or punishments) to the user in order to increase a target behavior.

Reduction

Automatic tracking of of miles and their goals.

Eliminates the need to manually learn how long your route was, calculate your progress towards your goals, and organize this information in one place.

Tunneling

Breaks challenging distances into smaller and more easily achievable steps.

Helps you set goals and work towards them run by run.

Tailoring

Creates a customised running plan for you.

Self Monitoring

Helps you measure your progress over time visually and by the numbers towards your goal.

Surveillance

Prompts and reminders if you don’t run often enough.

Conditioning

Runkeeper encourages you to develop a healthy habit of running frequently through positive reinforcement.

Social Influence

Normative influence

- Conform to what we believe is expected of us

- Laughing at a joke you don’t get

Informational social influence / social proof

- We conform to others behaviour because we believe it to be evidence of appropriate behaviour

- “Maybe they know something I don’t”

Gamification

Taking elements from games and applying them to non-game contexts

Not making something into a game itself

Typical techniques include points, achievements, leader boards

Leverages people’s desire for competition, achievement etc.

Duolingo

Relies heavily on game elements

! Scoring points

! Leaderboards

! Awards/trophies

! Gambling points on your activity

But site itself is not a game

BinCam

Will posting photos of your rubbish on social media change your behaviour?

https://www.youtube.com/watch?v=S7wZvJl4Yas

BinCam

! Photos collected automatically and posted to Facebook.

! Others can see your photos…

! …and you know who’s been looking at them

! League table ranks different households in the study

Persuasion in BincamIndividual self-reflection • Feedback about one’s own waste

behaviorInformational social influence • Feedback about waste behavior of

others • Discussions and exchange of

knowledge with flat mates Normative social influence • Social presence of others offline &

online• Social presence of the bin

Extrinsic motivation • Competition• Social surveillance• Signal trigger (BinCam camera

sound)Intrinsic motivation • Avoidance of feelings of guilt

• Fun experience• Attitudes & desire to behave

appropriately

BinCam

But the camera was never the point

BinCam was a research product to explores how people respond to behaviour change