persuasive technology kse 652 social computing systems: design and analysis uichin lee

Persuasive Technology KSE 652 Social Computing Systems: Design and Analysis Uichin Lee

A trend in interactive technology

Another way to look at this trend

Persuasive Tech: Domains and Apps DomainExample applicationPersuades users to CommerceAmazon.coms recommendation s ystem Buy more books and other products Education, learning, and training CodeWarriorU.comEngage in activities that promote learning how to write code SafetyDrunk driving simulatorAvoid driving under the influence of alcohol Environmental PreservationScorecard.orgTake action against organizations that pollute Occupational effectivenessIn My Steps VR systemTreat cancer patients with more empathy Preventive healthcareQuitnet.comQuit smoking FitnessTectrix VR bikeExercise and enjoy it DiseaseBronki the bronchiasaurus gameManage asthma more management effectively Personal financeFinancialEngines.comCreate and adhere to a retirement plan Community citizens involve ment/activism CapitolAdvantage.comGet ordinary involved in public affairs Personal relationshipsClassmates.comReconnect with former classmates Personal management and self-improvement MyGoals.comSet goals and take the needed steps to achieve them

Advantages over Human Persuaders Be more persistent than human beings Offer greater anonymity Manage huge volumes of data (store/access/process) Use many modalities (data, graphics, audio/video, simulation) to influence Scale easily Go where humans cannot go or may not be welcome (ubiquitous computing!)

Persuasive Technology Captology is the study of Computers As Persuasive Technology (CAPT-ology) "Simply put, a persuasive computer is an interactive technology that changes a person's attitudes or behaviors or both. (B.J. Fogg) Persuasion is "an attempt to shape, reinforce, or change behaviors, feelings, or thoughts about an issue, object, or action Captologys focus: Attitude or behavior change resulting from human-computer interaction (HCI) (not really about CMC) Planned persuasive effects of technology, not on side effects. Endogenous, or built-in, persuasive intent, not on exogenous intent.

Levels of Persuasion (Macro vs. Micro) Macrosuasion approach where computing products were created solely for the purpose of persuasion QuitSmoking Baby think it over HygieneGuard MetroNerd and Earth: Dig it, but dig it right Alcohol 101 Plus Dole 5 A Day - Dole SuperKids

Levels of Persuasion (Macro vs. Micro) Microsuasion approach where interactive computing products were created for purposes other than persuasion (e.g., productivity, communication, entertainment), but they have elements of persuasion built into the user experience E-Bay feedback system Dialogue box in Quicken Nagscreens in shareware Videogames Microsuasion is becoming more common in all software products

Functional triads of interactive tech (role as living entities)

Computers as Tools Reduction (Persuading through Simplifying) Using computing technology to reduce complex behavior to simple tasks increases the benefit/cost ratio of the behavior and influences users to perform the behavior (e.g., Amazon.com one click shopping) Tunneling (Guided Persuasion) Using computer technology to guide users through a process or experience provides opportunities to persuade along the way (e.g., s/w installation) Tailoring (Persuasion through Customization) Info provided by computing technology will be more persuasive if it is tailored to individuals needs, interests, personality, usage context, or other factors relevant to the individual (e.g., e-commerce)

Computers as Tools Suggestion (Intervening at the Right Time) - A computing technology will have greater persuasive power if it offers suggestions at opportune moments Self-Monitoring (Taking the Tedium Out of Tracking) Applying computing technology for tracking performance or status helps people to achieve predetermined goals or outcomes (e.g., Heart rate monitor; HelathyJump rope) Surveillance (Persuasion through Observation) Applying computing technology to observe others behavior increases the likelihood of achieving a desired outcome (e.g., auto watch) Conditioning (Reinforcing Target Behaviors) - Computing technology can use positive reinforcement to shape complex behavior or transform existing behaviors into habits (e.g., operant conditioning: uses rewards to shape behavior like training dogs to do tricks; Telecycle; games)

Computers as Media: Simulation Computers can shape attitudes and behavior by providing compelling simulated experiences (for example, AOL gives trial membership on CD) People often react to virtual experiences as if they were real- world experiences Types of simulations: Cause and effect simulations (Cause and Effect) Environment simulations (Virtual Rehearsal and Virtual Rewards) Object simulations (Simulations in Real-World Contexts)

Computers as Media: Cause and Effect They enable users to gain insight into likely consequences of their attitudes or behaviors users can explore and experiment in safe environment, free of real-world consequences Principle of Cause and Effect Simulation can persuade people to change their attitudes or behaviors by enabling them to observe immediately the link between cause and effects HIV Roulette: A Cause-and-Effect Simulator; Results are more in your face and harder to ignore Rocketts New School: Learning Social Skills; Game inspires girls to build qualities like confidence, empathy What guaranties that simulations are accurate?; Bias is inevitable

Computers as Media: Environment Again, safe place to explore new behaviors; virtual environments are controllable: user can stop and continue experience at any time Principle of Virtual Rehearsal Providing a motivating simulated environment in which to rehearse a behavior can enable people to change their attitudes or behavior in the real world Principle of Virtual Rewards Computer simulations that reward target behaviors in the virtual world, such as giving virtual rewards for exercising, can influence people to perform the target behavior more frequently and effectively in the real world Health and fitness industry - leaders in using environment simulations to motivate and influence people

Computers as Media: Objects Real-world simulation; less dependent on imagination; make clear impact on everyday life Principle of Simulations in Real-World Contexts Portable simulation technologies designed for use during everyday routines can highlight the impact of certain behaviors and motivate behavior or attitude change Examples: Baby Think it Over (e.g., an Infant Simulator) Used as part of many school programs Helps teenage girls understand how much attention a baby requires Drunk Driving Simulator Specialized Dodge Neon automobile simulates drunk driving Students first drive car in normal mode, and then in drunk mode

Computers as Social Actors Simple examples of a computing device functioning as a persuasive social actor: Tamagotchi and Pikachu The Tamagotchi craze in the late 1990s was perhaps the first dramatic demonstration of how interacting directly with a computer could be a social experience. Nintendos Pocket Pikachu a digital pet designed to persuade. Like other digital pets, Pikachu required care and feeding, but with a twist: the device contained a pedometer that could register and record the owners movements. For the digital creature to thrive, its owner had to be physically active on a consistent basis. The owner had to walk, run, or jumpanything to activate the pedometer.

Computers as Social Actors: Primary Types of Social Cues CueExamples PhysicalFace, eyes, body, movement PsychologicalPreferences, humor, personality, feelings, empathy, Im sorry LanguageInteractive language use, spoken language, language recognition Social dynamicsTurn taking, cooperation, praise for good work, answering questions, reciprocity Social rolesDoctor, teammate, opponent, teacher, pet, guide

Computers as Social Actors (Persuasion through Physical Cues) Principle of Attractiveness - A computing technology that is visually attractive to target users is likely to be more persuasive as well (Using Psychological Cues to Persuade) Principle of Similarity - People are more readily persuaded by computing technology products that are similar to themselves in some way (e.g., in personality, preferences, affiliation, or in other attributes) (Influencing through Language) Principle of Praise - By offering praise (whether it is sincere or not), via words, images, symbols, or sounds, computing technology can lead users to be more open to persuasion (Social Dynamics) Principle of Reciprocity - People will feel the need to reciprocate when computing technology has done a favor for them (Persuading by Adopting Social Roles) Principle of Authority - Computing technology that assumes roles of authority will have enhanced powers of persuasion

Ethical Concerns Key issues that have implications for assessing the ethics of persuasive technology. 1.Novelty of the tech can mask its persuasive intent (e.g., Volvo game) 2.Persuasive tech can exploit the positive reputation of computers (e.g., chiropractors ads saying computerized tech use for therapy) 3.Computers can be proactively persistent (in persuading) 4.Computer can control your interactive possibilities 5.Computers can affect emotions, but cant be affected by them (computers cant read..) 6.Computers cannot shoulder responsibility (for errors)

Ethical nature of persuasive tech Why Was the Product Created?

Mobile Persuasion

Increasing Persuasion through Mobility and Connectivity Networking and mobile technologies create new potential to persuade at the right time and place. Principle of Kairos: Mobile devices are ideally suited to leverage the principle of kairosoffering suggestions at opportune momentsto increase the potential to persuade. Principle of Convenience: Interactive experiences that are easy to access (ideally, just a click away on a mobile device) have greater opportunity to persuade. Principle of Mobile Simplicity: Mobile applications that are easy to use will have greater potential to persuade. Principle of Information Quality: Computing technology that delivers current, relevant, and well-coordinated information has greater potential to create attitude or behavior change.

Increasing Persuasion through Mobility and Connectivity Principle of Mobile Loyalty Mobile applications that are perceived to serve the needs and wishes of the owner first, rather than those of an outside party, will have greater persuasive powers. Principle of Mobile Marriage Mobile applications designed to persuade should support an intensive, positive relationship (many interactions or interactions over a long time period) between the user and the product.

Social Influence Principle of Social Facilitation People are more likely to perform a well-learned target behavior if they know they are being observed via computing technology, or if they can discern via technology that others are performing the behavior along with them. Principle of Social Comparison People will have greater motivation to perform a target behavior if they are given information, via computing technology, about how their performance compares with the performance of others, especially others who are similar to themselves Principle of Normative Influence (conformity) Computing technology can leverage normative influence (peer pressure) to increase the likelihood that a person will adopt or will avoid performing a target behavior. Principle of Social Learning (social learning/cognitive theory) A person will be more motivated to perform a target behavior if he or she can use computing technology to observe others performing the behavior and being rewarded for it.

Group-level Intrinsic Motivations Principle of Competition Computing technology can motivate users to adopt a target attitude or behavior by leveraging human beings natural drive to compete. Principle of Cooperation Computing technology can motivate users to adopt a target attitude or behavior by leveraging human beings natural drive to cooperate. Principle of Recognition By offering public recognition (individual or group), computing technology can increase the likelihood that a person or group will adopt a target attitude or behavior.

Case Studies UbiFit Garden, Playful Bottle BeWell, HappinessCounter

UbiFit Garden Encouraging physical activity: on-body sensing, activity inference, personal/mobile display Fitness device: automatically infers and communicates information about several types of physical activities to the glanceable display and interactive application. Interactive app: includes detailed information about the individuals physical activities and a journal where activities can be added, edited, and deleted. Glanceable display: uses a non-literal, aesthetic representation of physical activities and goal attainment to motivate behavior Small butterflies indicate recent goal attainments; the absence of flowers means no activity this week at the beginning of the week a garden with workout variety Activity Sensing in the Wild: A Field Trial of UbiFit Garden, CHI 2008

UbiFit Garden Inferring activities from sensor readingsfrom raw sensor readings, features are extracted and used to produce likelihood estimates (margins) which are sent to the phone for activity smoothing and use by the application. Mobile Sensing Platform (MSP) For capturing walking, running, bicycling, elliptical trainer, stair machine Activity Sensing in the Wild: A Field Trial of UbiFit Garden, CHI 2008

Playful Bottle Using a mobile phone attached to an everyday drinking mug to motivate office workers to drink healthy quantities of water a vision/motion-based water intake tracker for detecting when users drink from the Bottle hydration games played on the phone display using drinking actions of the user as game input Drinking action detection using motion sensor => this activates vision-based water-level measurement Mobile phone clipped to the bottle through the LEGO attachment Playful Bottle: a Mobile Social Persuasion System to Motivate Healthy Water Intake, Meng-Chieh Chiu, Shih-Ping Chang, Yu- Chen Chang, Hao-Hua Chu, Cheryl Chia-Hui Chen, Fei-Hsiu Hsiao, Ju-Chun Ko, Ubicomp 2009

Single-user Tree-Game (the refill button is in the upper right corner) Screenshot of the multi- user Forest-Game withering trees social reminder sender Playful Bottle: a Mobile Social Persuasion System to Motivate Healthy Water Intake, Meng-Chieh Chiu, Shih-Ping Chang, Yu- Chen Chang, Hao-Hua Chu, Cheryl Chia-Hui Chen, Fei-Hsiu Hsiao, Ju-Chun Ko, Ubicomp 2009

BeWell Using smartphones (1) to track activities that impact physical, social, and mental wellbeing: i.e., sleep, physical activity, and social interactions and (2) to provide intelligent feedback to promote better health A Smartphone Application to Monitor, Model and Promote Wellbeing, Pervasive Health 2011 self-management of wellbeing

BeWell The BeWell web portal provides access to an automated diary of activities and wellbeing scores. Multiple wellbeing dimensions are displayed on the smartphone wallpaper (turtle: sleep, clown fish: physical activityswimming speed, school of fish: social interaction)

BeWell+ (w/ Community-guided User Feedback) A high diversity of wellbeing behavioral patterns exists among our study population (a score of 100 refers to a healthy behavioral pattern)

Attempts to identify people with related lifestyles and behavior constraints Feedback to adapt to the differences between user communities. Without adaptation improvements in behavioral patterns are not considered within the correct context. Adaptive Wellbeing Feedback: adapting generic wellbeing score functions based on the overall behavior similarity within the user population

HappinessCounter William James said We dont laugh because were happy were happy because we laugh. Facial movement can influence ones emotional experience A person who feels compelled to smile during a social event will actually come to find the event more enjoyable Experiencing an increase in positive mood when people created positive facial expressions, and a decrease in positive mood when they created negative facial expressions These effects were enhanced when participants viewed themselves in a mirror 31 million one-person household in the US, which amounts to 27% of all households Designed for people who may not always realize when they are in low spirits and/or have difficulty with smiling Smiling Makes Us Happier: Enhancing Positive Mood and Communication with Smile-Encouraging Digital Appliances, Hitomi Tsujita, Jun Rekimoto UbiComp11

HappinessCounter A digital camera, an LED matrix display, and a light sensor inside the box Attached HappinessCounter box behind a one- way mirror Detects a users smile, counts the number of smiles, and records the users mental state Display visual feedback (smile vs. sad icon) Use this system in two modes Smile awareness (e.g., mirrors, digital photo frame) Smile gateway: Disallowing use of a daily appliance or piece of furniture without first smiling

Summary Persuasive technology (definition) Levels of persuasion (Macro vs. Micro) Functional triads of interactive tech Computers as tools Computers as media (simulation, cause & effect, environment, objects) Computers as social actors Ethical concerns Mobile persuasion Case Studies: UbiFit Garden, Playful Bottle, BeWell, HappinessCounter

persuasive technology kse 652 social computing systems: design and analysis uichin lee

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