captology. 2 contents captology computerized persuasive techniques ethics of persuasion science of...

Captology

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Contents

Captology Computerized persuasive

techniques Ethics of persuasion Science of persuasion Credibility

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Captology

Captology is derived from “Computers as Persuasive Technologies”

It is the study of how computers can be used to persuade people to ater their behaviour or opinions

It draws heavily on research on persuasion in psychology and marketing

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Intentionality Persuasive technologies are those which

intend to be persuasive The introduction of the automobile caused

the development of suburbs, but that was not the intention of introducing automobiles

Computers have no intent themselves, they simply reflect the intent of the people who create them and the programs which run on them

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Types of Intent Endogenous

Intent comes from the people who produce the technology

Exogenous Intent comes from people who give the technology to

others to distribute This is the case when large companies distribute

persuasive technologies Autogenous

Intent comes from the user’s themselves The user has decided to use a device to modify

his/her own behaviour

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Functional Roles

Computers can act in several roles when they are used for persuasion Tools Media Social actors

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Computers as Tools The computer provides the user with

new capabilities so that they can do things they could not otherwise

Tools can be persuasive by Reducing barriers so that certain behaviours

are promoted Making certain behaviours seem achievable Providing information for informed decisions Shaping a person’s mental model

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Computers as Tools

An example of a persuasive tool is A heart rate monitor Can be preset to notify the user when

heart rate goes too high or low Modifies user behaviour by providing

feedback not available without the device

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Computers as Persuasive Media One example

A computerized exhibit at the San Francisco Exploratorium allows people to make various choices about sexual behaviour

The program then shows them the consequences of their behaviour

This is an educational medium which seeks to influence behaviour by demonstrating the dangers of various behaviours

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Computers as Social Actors

In this role, the computer acts as a character which tries to influence behaviour

Example A children’s computer game has a

central character who encourages the children to eat their fruits and vegetables

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Persuading Groups Persuasive technology need not affect just

the individual Family’s can be persuaded by family

entertainment software Company employees can be persuaded by

software in the workplace that reminds them of good behaviour that the company wants to encourage

All users of a software product receive notices of new versions in the hope that they will upgrade

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Domains for Persuasive Technologies Safety

Safe driving, using bike helmets, using bike helmets, Substance abuse

Environment Recycling Conservation Bicycle commuting

Personal Management Time management Study habits Personal finance

Marketing Selling products

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Just in Time Persuasion Many decisions are made at the last minute Decisions on what food to purchase are

often made at the grocery store Handheld devices that offer nutritional

advice can persuade the user to make healthier choices

This type of persuasion will work best when the suggestions are made on the spot

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Comparison Shopping When a new product is introduced, it

is difficult to attract the customer Many websites resort to comparison

charts showing their product vs. their competitors’

This provides the customer with the evidence to make an informed decision and purchase their product

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Simulating Experience Another way to persuade the users is to

simulate an experience for them One study used a computerized baby

doll to simulate an infant It cried and required constant attention

from the people caring for it The goal was to demonstrate to teens

what having a child is like and to persuade them to act in a sexually responsible manner

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Personalization People pay more attention to

information when it is personalized for them

www.scorecard.org provides information on pollution

It allows the user to enter their zip code and provides information on their area

This is far more relevant than information at the national level

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Recommendation

Many e-commerce web sites use recommendation as a persuasion technique The user is asked a series of

questions about their requirements They are then presented with a list of

products that meet their needs

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Automated Collaborative Filtering This is a way of recommending

products, not on their attributes, but based on the preferences of people similar to you Create a profile of the user Find another user with a similar profile Recommend what they bought to the user

This has proven to be a successful strategy

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Monitoring and Tracking This monitors the users behaviour

and recommends changes It is used by companies to ensure

that employees wash hands after using the washroom

It’s use is highly controversial as it is seen as an invasion of privacy or as Big Brother

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Competition Most people are motivated to win

competitions Some online bidding sites structure

bidding as a competition between bidders

One is told the bid of the other and encouraged to win by beating the competing bid

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The Ethics of Persuasion Persuasion raises many ethical concerns

It can be used on unsuspecting parties Untrue statements can be used to persuade Persuasion can be directed towards minors Persuasion can be done surreptitiously Persuasion can be done for the good of the

persuader, not the one being persuaded

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Ethical Guidelines

Daniel Berdichevsky has proposed The motivations and intended outcome

of persuasion should not be unethical The persuasive techniques should be

visible to the users The creators of persuasive technology

should be aware of all predictable outcomes of the use of their technology

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Ethical Guidelines The creators should respect the

privacy of the users Inaccurate information should not be

presented to achieve the persuasive goal

Users who would not consent to being persuaded should not be persuaded

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The Science of Persuasion Have you ever been tricked into

saying yes? Have you ever bought something

you didn’t really want? If so, then it is time to understand

the science of persuasion We will look at six techniques

based on human psychology

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Reciprocation When people are given something, they

feel an obligation to repay what they have received The Disabled American Veterans appealed for

contributions and got an 18% response They gave free address labels with their

request and the response doubled to 35% Offer free samples, free evaluation, or

free anything and you increase the likelihood the customer will buy from you

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Consistency People tend to act in a consistent

manner A charity for the handicapped got potential

donors to sign a petition to support handicapped in the neighbourhood

Later they asked for donations and received far more than before they had started the petition

Once people pledge their support for something they will continue to act that way

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Consistency Once people make a public commitment,

even a minor one, they tend to honour it A restaurant was plagued with people who

made reservations but did not show up They changed their message from

“please call if you cannot make it” to “Will you please call if you cannot make it”? And

waited for a response The number of no-shows dropped to near zero

Once people make a commitment, they tend to do what they said they would

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Social Validation If people see a lot of others doing

something they assume it is a good idea and do it too One man stops on a street and looks at the

sky Other people simply step around him

15 people stop and look at the sky Everyone else on the street looks at the sky

to see what is happening

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Social Validation

If you can show that Large numbers of people have bought

your product Large numbers visit your web site Many people recommend your service

Then prospective customers will assume that you must be worth doing business with

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Liking People are more easily persuaded by

people they like People take advice from friends People buy more from attractive sales

people People vote for politicians who are better

looking Show attractive people selling and using

your products

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Authority People respond to authority

If the man who stops to look at the sky is wearing a suit and tie more people will look at the sky

If you say, “more doctors recommend…” more people will pay attention

The problem with following authority is that few bother to discover if the authority is credible

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Scarcity People want items more if they know

there is a scarcity of the item Sales people call customers to sell beef Then they call and tell them there is a

shortage of Australian beef and this is one of the last shipments

Sales double instantly Mark your products “last stock before

Xmas” or “with high sales volume, stock will be gone by the end of the week”

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Knowledge is Power

These characteristics evolved in humans as they usually benefits to people living in groups

Successful people in sales and marketing know these characteristics

They also use them to best advantage in their daily business

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Credible Computing

In the beginning, computers were thought to be infallible and all was believed

This is still true, but as people find more incorrect information on line, they start to doubt

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What Affects Credibility?

Trustworthiness Whether the viewer believes what you

say Largely depends on whether you have

been right in the past Expertise

The higher expertise you can claim in an area the more likely you are to be believed

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What Affects Credibility?

Layout Cool color tones Balanced layout of the interface

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Regaining Credibility

You can regain lost credibility by Delivering reliable information over a

long period of time Delivering the same incorrect

information repeatedly so that users ignore it and gain trust in the rest of the information

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